Projects
Grounding Vision in Retail
Using stakeholder interviews from warehousing up to C-suite, identified the most relevant values and concerns for a major national retailer. Through workshops, developed a set of authentic, employee-grounded vision statements that fueled a cultural rejuvenation post-pandemic.
Stepping Out of the Shop
Using in situ ethnography, customer surveys and long-form interviews, identified pain points and opportunities in a national retailer's in-store experience. Collaborated with a major design and marketing firm to feed those insights into an experience refresh plan in line with their broader cultural reorientation.
Learning How to Help
Using long-form interviews and ethnographic labs, explored demographic, material and social changes in Saskatchewan and the emerging needs people have for security and connection. Defined clear growth platforms that boosted a provincial not-for-profit service provider's push towards untapped markets - and boosted the morale of those dedicated to helping others.
Eating Well, Doing Good
Conducted in-store research including questionnaires and open-ended interviews to drill down into cultural values and understand how a food retailer's customers have broadened their perspectives on what matters and have started eating to better the world, not just themselves. Developed consumer personas to orient outreach to fledgling market segments and better serve their informational needs.
Building Consensus on Future Needs
Conducted a workshop for real estate stakeholders across service domains and regions, bringing them together around a common vision of consumer needs and a cross-industry partnership that best serves them.
Digital Communities, Global Diets
Used digital ethnographic methods, complemented by interviews, to uncover fundamental tensions for consumers: between organics and other ecological approaches, accessibility and authenticity, action and skepticism. Explored how they resolved those tensions - and the underlying importance of trust and relationship - to help a regional organic CPG company scale past their local success without losing their unique relevance.
Acquisition to Integration
Led a project to help a rapidly-scaled rentals provider rationalize and orient their offerings to best serve key industry players without losing their standing with consumers. Interviewed B2B clients and conducted consumer ethnographic labs to separate core needs from the noise of social media-driven trends, with an eye to specific market-making opportunities.
