About Tack

An anthropology degree, 2 years teaching high school, an international studies M.A., and 5 years investigating white supremacy, plus 3 decades of life in the south & 1.5 on the west coast: the well-worn path to becoming a market researcher skilled at connecting with all the wonderful kinds of people in our world. 

I transitioned from studying hate groups to general consumers in 2007 via BBDO. In 2011, I joined naming firm Lexicon Branding where I directed both qual and quant brand research programs. In 2014, I swung fully qualitative and largely tech with TNS Global (now Kantar). After a stint with Mozaic Group, I am taking up my own practice, Tack.

Tack's Mission: asking the right questions in the right context to yield nuanced insights that help businesses navigate the market successfully.

Industry experience: tech, telecom, mobile, gaming, auto, entertainment, CPG food/pet, beverages, airlines, financial services, & hospitality. I've delivered actionable insights about consumer & B2B audiences for brands like Microsoft, Google, AT&T, Verizon, Twitter, and many more.

Practice area expertise: Brand & Communications, Exploratory, Segmentation, Purchase Path, Customer Experience, UX