Projects
One of the client's prestige champagne brands is widely admired. I ran a week-long study with affluent consumers who love premium spirits, then brought…
When Lexus launched the RZ, its first electric vehicle, the strategy team needed a way to position it in a market where it wasn’t…
When Marriott Luxury Group took on a storied luxury hotel brand, leadership had a big question in front of them: is there still value…
In this project, I developed a robust understanding of The RealReal's target customer through an exploration of their lifestyles, shopping habits, aspirations, and of…
A global luxury hospitality group wanted to understand the luxury wellness traveler: what wellness really means to them, how they choose where to go,…
A financial services company was redesigning its rewards portal and rethinking the language it uses to help cardholders find their way around it. Before…
A global hospitality group was exploring how to evolve its loyalty offering for the world’s most affluent travelers. I led research with high-net-worth travelers…
When Lexus prepared to launch the TX, I was brought in to bring an anthropological perspective to the vehicle positioning and strategy. The work…
A premium Napa Valley wine brand wanted to understand how luxury works in wine, how its brand is perceived, and who its audience really…
This project helped a rural U.S. hospital system understand what living with a chronic condition, and caring for people who do, is really like.…
An ethnographic study of how affluent entrepreneurs and luxury consumers aspire to, build and maintain influence.