ETHNOGRAPHY
I stay immersed in culture online and off. The deep listening that I practice allows me to uncover tensions that push brands to consider where they truly belong. It brings a human dimension to data that sharpens positioning, sparks cultural relevance, and moves business forward.
5,000 research hours and counting…
Focus
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Outputs include:
Trend reports
Opportunity mapping
White papers
Cause marketing strategy
ESG storytelling
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Outputs include:
Persona development
Segmentation studies
Audits
Gap analysis
Inclusive marketing frameworks
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Outputs include:
Insights decks
Brand authenticity audits
Campaign direction
Community response + trust-building strategies
featured work
featured work
Nike: Hair Dynamics In Sports
Mellon Foundation: Building Equity in Art
The New York Lottery: New Yorkers Through Six Lenses
Creatives Rebuild New York: THS Presents Branching Out
reach me
While my primary focus is commercial advertising, my expertise has been applied to a range of creative projects and my skill set is always evolving.