Agile Insight Work for Enterprise
Wild Insights is my enterprise-facing practice, delivering high-quality qualitative market research, desk research and design thinking workshops.
I began my career in international market research, and most recently served as Vice President of Insights at The Estée Lauder Companies.
Unusually for that level of role, I always chose to design and moderate our qualitative research myself.
Sitting with consumers — listening carefully, noticing nuance, understanding context — has always been central to how I work.
Full-Service Market Research (North America & Beyond)
I offer end-to-end qualitative research project management, with particular specialization in the U.S. market.
I live between New York City and upstate New York. I can help you deliver focus groups in non metro areas, where you’ll perhaps get a more nuanced read. (eg Albany, Rochester, Syracuse). I am also very happy to travel domestically in the USA.
I can oversee the entire process, or be brought in to handle any mix of elements, depending on the client needs, including:
research design and study architecture
desk research: delegate your time intensive desk research projects to me, freeing you up to write more proposals and do deeper analysis.
sourcing viewing facilities or bespoke locations
moderating focus groups and in-depth interviews
leading accompanied shops and ethnographic research
video editing, transcription, provision of usable transcripts
rigorous analysis
clear, decision-ready reporting
I also take the stress out of stimulus management:
sourcing products and prototypes, and carting them between facilities in my trusty blue Jeep!
printing, checking, taking delivery of items, sending them back to the client.
You will always work directly with me: a single senior practitioner who holds the full picture — not a fragmented team.
Having spent 13 years as ‘a client’ of research providers during my time at The Estee Lauder Companies I am also adept at welcoming and involving your clients (if you need me to) in the research process, I am empathic to their needs and am happy to host them as the VIPs that they are, whilst ensuring the sovereignty of the consumer and the research process itself.
Areas of specific expertise:
Whilst beauty has been a huge part of my professional life for the last 14 years, I also have qualifications in public health, design and AI.
I work with all audiences, happily moving between young trend forward New Yorkers to the fascinating and often underestimated lives of upstate New Yorkers. Relevant also, is the year I spent transitioning between the corporate and freelance world, to working with children and teens, designing and delivering futures thinking workshops for them. Thus I LOVE moderating groups with kids!
Design Thinking Workshops
Alongside research delivery, I design and facilitate sensorially rich, materially engaging workshops that help teams think differently and work together more effectively.
These workshops are built from the ground up for each client and business question.
I design and deliver them end-to-end — from framing and stimulus to facilitation and synthesis.
The work blends:
design thinking
futures thinking
creative and strategic methods
hands-on making and collaborative sense-making
Rather than abstract exercises or performative ideation, these sessions empower teams to co-create solutions they can actually carry forward.