What I believe:

Merriam-Websters defines Art as: ‘n. skill acquired by experience, study or observation.’ I believe that good market research must be conducted with artistry. Surveys, numbers, data analytics, are all key components of telling a story but in a vacuum, they lack the deeper insights that come from focused observation and study conducted by someone with valuable experience.

The challenge to conducting quality research is reliance on communication. In order to uncover insight, a researcher must be able to apply an artistic lens. An artist knows the value in squinting at what a respondent says, in order to probe the feelings that drive their word choices. There must be a study of body language as it shifts and careful observation of which responses are offered because they are top of mind, as opposed to being driven by the deeper truth. In my years of experience, I have found that these details are the ones that go undetected and often have the potential to change the trajectory of how research comes to life in strategy and communication.

I also believe an artist is only as good as the tools available to them. To learn more about the tools I use to uncover insight,