GUIDING PRINCIPLES

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APPROACH

I utilize an iterative problem-solving process that ensures breadth of potential solutions as well as depth of detail on the answer to "de-risk" innovation through rigorous understanding of the needs, perceptions, and feelings of the consumer.

My methodology often marries together quantitative research - including surveys, data analysis, segmentation, brand equity, and feature conjoints - alongside immersive qualitative research - including ethnographies, shop-alongs, and focus groups. This provides deeper understanding of innovation opportunities that are authentic and based on sound business opportunity.

 
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