About Me

For most of my career, my work has centered on a simple, but often under-utilized truth: organizations grow when they understand people deeply, and act on that understanding, responsibly over time.

I've spent more than 20 years working at the intersection of human insight, behavior, and strategy, helping organizations understand what truly matters to the people they serve. Early in my career, that work focused heavily on message development in advertising agencies and then on qualitative research and customer insight - listening closely, identifying patterns, and surfacing the human truths behind decisions and behavior.

Over time, my role evolved.

What became increasingly clear was that insight alone isn't enough. The organizations that succeed are the ones that translate understanding into experiences, systems, and decisions that people want to stay in - experiences that build to trust relevance and long-term loyalty.

Today, my work focus focuses on designing and guiding customer and member experience strategies that connect insight to action. I partner with leaders to shape engagement, retention, and growth by looking across the full arc of the relationship - from early connection and on-boarding through long-term participation, adoption, and belonging.

My approach is grounded in behavioral science, and informed by a M.A. degree in Applied Positive Psychology from the University of Pennsylvania. I'm particularly interested in how principles of well-being, motivation, and identity influence engagement, and how organizations can design experiences that respect people while also driving meaningful business outcomes..

In addition to my professional work, I've founded and stewarded membership-based communities focused on connection, learning, and personal growth. These experiences have reinforced my belief that belonging isn’t accidental - it's designed. Whether in consumer organizations, financial institutions, or professional communities, sustained engagement depends on how well people feel understood, supported, and valued.

I'm drawn to roles and partnerships where customer and memberships are viewed as long-term assets - not transactions - and where insight is used as a catalyst for better decisions, stronger experiences, and responsible growth.

If you're rethinking how to design for loyalty, engagement, and trust, and how to turn human understanding into outcomes that last, I'd love to explore what that could look like together.

About My Approach

My M.A. is from the first-ever academic program in Positive Psychology, and my professors are among the most world-renowned in the field: Martin Seligman, Barbara Fredrickson, Sonja Lyubomirsky, and Adam Grant, to name a few. This training lends a unique perspective to my work: I’m not only interested in helping brands drive sales and loyalty, but I’m intent on helping them create products, services and experiences that help people thrive. And good news for brands: when your people thrive, so do your profits.

I design research that leads with empathetic curiosity, using High Quality Connections (HQC), affirmative interviewing and other positive psychology approaches to have meaningful conversations with people and create respondent experiences that are engaging and joyful.

I’m a champion of positive psychology - the science of how people excel. Here’s a quick snapshot about positive psych in an interview I did with ESOMAR and you can read about a talk I gave at ESOMAR Congress in Valencia in 2013.

With qualitative my research method of choice, I have facilitated thousands of focus groups, interviews, and ethnographic expeditions over the course of 20+ years. I work closely with quantitative data, semiotics, language decoding and neuroscience to bring the voice of the customer to clients. Insights I’ve uncovered have fueled brand strategy, retail experience, product innovation, and advertising. 

In Practice:

• QRCA VIEWS Magazine - The only print magazine focused on thought leadership for qualitative research - I serve as Marketing Strategy Lead, helping to drive readership of the magazine and membership in the QRCA. And I happen to have an article on women consumers in the latest issue.

• The She Lab - I co-founded a community of women, from 18-80+, to provide insight to brands on how to strengthen marketing and innovation. My role drove member acquisition and engagement, and I created a strategies and programs to ensure our over 500 members felt connected to the community and felt valued, while ensuring a robust community for brands to tap as needed for insight.

• Sisterhood Summit - A membership community of nonprofit and for-profit organizations that support professional women in and around Philadelphia. I cofounded the SS to bring together membership organizations and drive value in our collective community.

• Voxelle Insights - I founded Voxelle to help brands understand and engage with emerging audiences- women+, GenZ and Alphas. We built a suite of “lenses” to help brands efficiently understand where they’re connecting and where they need to optimize with specific consumers - without the time and budget commitment of traditional market research. Check out Voxelle here.

I have a B.A. in Psychology and Communications (Anna Maria College, Paxton, MA) and M.A. in Applied Positive Psychology (University of Pennsylvania, Philadelphia). I’m mom to 11-year old twins, Isla and Baz. Originally from Boston, Chester County, PA has been home for 15 years.