I've spent 25+ years helping brands understand the people who buy from them — not just what consumers do, but why they do it.

My path into market research started in sociology, which gave me something most researchers don't have: a framework for understanding how social structures, culture, and context shape behavior. That lens has made me a better researcher, a sharper strategist, and someone who consistently spots patterns others miss.

For 16 years I worked at Envirosell, Paco Underhill's renowned shopper behavior research firm, where I led research operations and methodology across a global Fortune 500 client portfolio. That's where I learned to study consumers in the real world — through observation, ethnography, and behavioral analysis — not just surveys. I worked across retail, CPG, QSR, healthcare, spirits, luxury, and technology, on projects spanning the US, Latin America, Europe, and Asia.

From there I moved client-side, leading insights teams at Petco, Jenny Craig, and LinkedIn, where I built research programs, launched enterprise VoC systems, and partnered with C-suite leaders on decisions that drove real business outcomes.

That combination — 16 years agency-side plus director-level client-side experience — is genuinely rare. It means I understand both how to design and execute rigorous research and how organizations actually use insights to make decisions.

I'm based in Southern California, and work with clients remotely and on-site.

Ready to talk? Contact me here