Welcome to my page!
I am a Consumer Intelligence Analyst at BarkleyOKRP, a full-service advertising agency headquartered in Kansas City with offices across the country.
Previously, I worked as a mixed methods UX Researcher at the Innovation Lab at CommunityAmerica Credit Union. I was the company's first dedicated UX Researcher.
I hold a PhD in Consumer Behavior. My doctoral research focused on brand perception and consumer-brand relationships.
Devising a POV on Experience Research
I developed a comprehensive point of view on how the agency could approach experience research to develop Whole Brands from the ground up based on individual user experience, to complement our existing top-down, brand-based approach. The POV included:
Competitive Analysis: I conducted an in-depth analysis of industry trends, client needs, and competitors' research methodologies to identify gaps and opportunities
Competitive Edge: Based on the findings from the competitive analysis, I identified unique strengths that we could leverage, based on our existing work on Whole Brands. Specifically, the consumer-based experience research approach will complement the brand-based market research approach that we primarily take
Research Offerings: I defined a portfolio of experience research methodologies that can address common needs, such as usability testing, journey mapping, contextual inquiry, creative concept testing, etc.
Brand Health Tracking, Segmentation,
Demand Landscapes
Demand Landscapes
Design questionnaires to track the brand health of key client brands, including brand funnel, category engagement, and purchase behavior
Implement end-to-end survey research including programming complex surveys using logic, piping, and quotas to collect 1,000+ datapoints through partnerships with sample vendors
Analyze data using key driver analysis, correspondence analysis, mediation analysis, factor analysis, etc.
Create tabs, charts, and reports to communicate insights to stakeholders
Mentor junior researchers and strategists in survey methodologies and data analysis
Present findings to internal teams and external clients
Strategic Data Analysis
& Insight Development
Analyzed over three years' worth of open-ended customer feedback to identify trends and infer the root causes of fluctuations in customer ratings.
Investigated and documented key user pain points, providing actionable insights for improving the user experience.
Delivered strategic recommendations to leadership, guiding product and service improvements based on data-driven insights.
Developed a structured feedback loop to consistently collect, analyze, and share user insights with department heads, fostering cross-functional collaboration.
User Research
& Testing
I joined the team during the pre-launch phase of a new product, contributing to an exciting and fast-paced environment.
Developed comprehensive research plans and crafted targeted interview scripts to align with key objectives.
Designed a standardized note-taking template to streamline data capture and ensure consistency across the team.
Recruited participants aligned with our target personas to ensure relevant insights were gathered.
Conducted 30-60 minute user interviews, capturing and analyzing key soundbites and behavioral insights.
Synthesized findings into a detailed presentation deck, effectively communicating insights to cross-functional stakeholders.
Led a heuristic evaluation to identify usability issues and provide actionable recommendations for product improvement.
User-Centered Testing for Product Rebranding
Led focus groups and brainstorming sessions to explore potential names for a product, ensuring alignment with core brand values and user expectations.
Synthesized insights from the focus groups and conducted follow-up surveys (rating and ranking) to validate naming options and gauge user preference.
Collaborated closely with senior leadership, providing regular updates and adapting the research approach as necessary to address evolving needs and priorities.
