FOOD ETHNOGRAPHER

User Experience Researcher
Food Culture Subject Matter Expert

primary qualitative research
ethnography
focus group moderation
landscape review / future scenarios

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Nourishing MODERN HUNGERS of disconnection and dislocation through the design principle of FOODCARE — care for those we feed and those feeding us

 
 
 
 

User Experience Research
recruitment, structured one-on-one interviews, participant observation, focus group moderation, qualitative surveying, experience audits, artifact collection, landscape review

 

 
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Strategic Insights
grounded on user needs, challenges and aspirations AND aligned with client’s strategic goals and desire for differentiation and development
 

 
 

Cultural Analysis
using frameworks (generational, archetypes, occasions, jobs) to surface emergent behaviors and narratives within the context of food culture
 

 
 

Recommendations
Nodal interventions to activate newways of thinking and doing through:
(1) Re-languaging to shift beliefs and behaviors
(2) Re-framing to translate and integrate multi-stakeholder aspirations
(3) Re-designing user experience


current consulting retainerS

Food Ethnographer for Google’s Global Food Program by providing user insights and food culture strategy


past CUSTOM PROJECTS

  • Food Ethnographer for Yondu Culinary Studio, UMass Amherst and Perkins School for the Blind

  • Conducted user experience research to increase vegetable cookery at home for Sempio, Walmart Labs, Good Dog, BrightFarms

  • Optimized Whole Foods Market’s digital experience and new value strategy; Safeway’s gluten-free platform; sustainable packaging and premium product design — Kraft, Colgate, Seventh Generation

  • Created foundational consumer insights for Starbucks’ Evolution Fresh retail brand launch; Kraft Breakthrough Innovation’s pipeline for Millennial and Alone Eating; Seventh Generation’s expansion into mass markets

  • Identified global early signals (pre-trend) for Nestle, Kraft, Hersey and Johnson & Johnson

  • Brought deep user empathy to inform brand innovation and marketing campaigns for Kraft, Nestle, General Mills, Kellogg’s, Campbell’s, Heinz and PepsiCo


past SPEAKING GIGS

  • PepsiCo Bioactives Summit. “The Magical Power of Bioactives in Personalized Beverages and Snacks”

  • Barilla Influencers Summit. “Trends in Fresh, Flavorful and Soulful and the Role of Grains”

  • Monterey Bay Aquarium’s Sustainable Food Institute & Food Industry Convening. “Role of Sustainability in Consumer Food Choices, Lifestyles, and Trends”

  • Google Restaurant Advisory Council. “Re-routing Lines of Future Fresh: User Trends in Digital Food Life”

  • Johnson and Johnson Consumer Day. “Deep Dive into the Health + Wellness Consumer”