Research

Research, to me, is like assembling a complete recipe. You can’t just rely on the ingredients you know are in the pantry (the existing data); sometimes you need to visit the store to find the secret ingredient (the unspoken need of the person or group).

I don't believe in a one-size-fits-all approach. I'm completely comfortable navigating the careful, systematic work of large data sets and trend analysis, but I'm equally skilled in the nuance of qualitative work like focus groups and interviews. It’s about getting the whole picture: what the data tell us and what human behavior shows us. My portfolio highlights how I partner with various teams to synthesize these complex "ingredients" and deliver clear, solutions-focused guidance.