“Humans are complicated, not just a series of measurable actions, notable interests and emotions but each an intricate web of wants, needs, thoughts, emotions, paradigms, and behaviors and whoever understands the customer best, wins.”
Making mountains out of molehills isn’t usually considered a virtue, except when Alicia does it. As our Consumer Insights Director with experience spanning three decades in the field of market research, she brings a wealth of knowledge from both the agency and client side to manage the agency’s full market research offering, including LaunchPad ™, our proprietary optimization tool, and UMatter ™, our proprietary consumer opinion panel. Alicia is constantly weaving customer-centric threads of thought into groundbreaking insights used to define projects and improve customer acquisition and retention, establish brand identities, and enhance employee and consumer relations.
When not painting a crystal-clear picture of customer sentiment, she is out attempting to discover salient aspects of soccer, social interactions and human development from an ethnographic perspective.