VP, Qualitative Strategy + Insights
Armed with 15 years of qualitative experience, first as a successful entrepreneur, then as Managing Director of APAC for Communispace in Shanghai, followed by Vice President of Client Services for C Space in Boston, Kathy is well-equipped to lead CMB’s Qualitative Strategy + Insights Practice.
By synthesizing findings from both traditional techniques and myriad cross-platform digital tools, Kathy’s teams have uncovered breakthrough insights that fuel product and packaging innovation, new brand positioning, accessing new targets, messaging development, shopper insights and more. Her work has been game changing for clients such as Converse, Pepsico, McCormick, Starbucks, Ahold, OfficeMax, Walmart, Comcast, Novartis and GSK. Kathy believes in collaborating directly with consumers/patients/customers to achieve success, or in some cases, fail faster.
Kathy earned her B.S., cum laude, in business from the University of Illinois. She is a RIVA trained moderator and has performed hundreds of interviews, groups, shopalongs and ethnographies. She volunteers for the homeless of Boston and is active in her local community.