Ariel Back is a Senior Insights Associate and joined CMB in 2021. Her background in behavioral science lies in system 1 and system 2 thinking and leveraging qualitative methods to uncover meaningful and actionable consumer insights. She is proficient in all aspects of custom research project management and execution, including research design, programming, fielding management, data analysis, communications, and report deliverables for both tracker and ad hoc work. Ariel graduated cum laude from University of Oregon’s honors college where she earned a B.A. in Psychology; she also holds a certificate in Sustainable Business Strategy from Harvard Business School.