Over my career, I have designed and conducted hundreds of research experiences including in-home and in-store ethnographies, focus groups and online surveys to understand decision-making and consumer beliefs.

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MY RESEARCH STORY

 

My research story begins when I created an experiment about the impact of eye contact during my studies of Sociology and Psychology at the University of Wisconsin, Madison. There began my journey of understanding human behavior and attitudes.

When I graduated college, I decided to live abroad in my parent’s home country of origin, the Czech Republic. That began my study of my parents’ culture and my identity as a bicultural.

While in Prague in the 90s, I worked in the Kmart buying office and DDB Worldwide (advertising agency) where I worked on the McDonald’s business to build a national advertising plan and promote restaurant openings. Fascinated by the economic and cultural shifts from a former soviet country to capitalism, I could not bring myself to leave for eight years.  

When I moved back to Milwaukee, WI., I chose to work on multi-cultural research, including Spanish language advertising, while at Miller Brewing Company (Molson Coors). I was intrigued by the layers of complexity of these audiences vs. the “general market”. I later helped the Texas market area measure local marketing efforts and conducted cross-border dynamics. I’ll never forget the time I spent on the U.S./Mexican border talking to people about drinking beer!

Then, I spent 12 years in management for a full-service market research agency working with Fortune 500 companies and design agencies to create generative, actionable consumer and user research. There I managed qualitative and quantitative studies for clients such as Amazon.com, Nike, Microsoft, Frito-Lay, Clarisonic, Anker, and Temper-Sealy International, to name a few.  

Over my career, I have designed and conducted hundreds of research experiences including in-home and in-store ethnographies, focus groups and online surveys to understand decision-making and consumer beliefs. I have also taught User Research at the School of Visual Concepts in Seattle.

Most recently, my passions have been focused on brain science, mind management, positive psychology, compassion, cultural dynamics, and leadership.