connecting the dots
(in my Cayce Pollard Units)
to spot the patterns

cultural intelligence & strategy 〰️ trends analysis & reporting 〰️ brand strategy & positioning 〰️ creative strategy 〰️ design research 〰️ audience deep dives, segments & personas 〰️ competitive & category audits 〰️ packaging analysis

My research includes & informs

I also do research approach consultations & methodology workshops or masterclasses!

Through a variety of methods

tomato baby

  • I'm a cultural detective: analyzing the signs and symbols in everything –– media and pop culture, advertising, branding and packaging, you name it –– to unpack their deeper meaning

  • Spotting patterns and connecting dots in emerging behavior, needs, desires, culture, products, design, etc. to help my clients think about what’s important in what’s next

  • interviews & groups

    diary studies / digital ethno

    observation

    online discussion boards

    projective techniques

    "homework" & artifacts

  • end to end:

    questionnaire design & writing

    programming

    field management

    (advanced) analysis

    story-driven reporting

  • GWI, MRI, Resonate, Comscore, etc.

  • trend safaris & expeditions

    visiting museums & exhibits

    flipping through zines

    attending events

    hanging out in third spaces

    (taking every opportunity to be out and about)

In categories such as

food & bev (cpg & restaurants) 〰️ personal care & wellness 〰️ beauty 〰️ jewelry & fashion 〰️ fitness & sportswear 〰️ entertainment & pop culture 〰️consumer tech 〰️ the creator economy 〰️ travel & placemaking 〰️ & more

various logos of agencies and brands

With agency & brand clients like

(brand clients are both direct & through agency contracts)

Recent projects

Cultural insight and in-home consumer research on why and how some spirits drinkers are imbibing less these days in a search for balance

A trend report on fandom, using cultural insight to shine light on emerging fan behaviors and desires for a music record label

A trend report on consumer behavior and cultural shifts that impact the world of outdoor activity, fitness, and fashion to help a European footwear brand keep a pulse on their key US markets

Multiple mixed methods studies and trend reports on the future of beauty with a spotlight on Gen Z attitudes and experiences

Decoded the design of prestige / masstige personal care (CPG) packaging to inform future pack design for an oral care brand

An analysis on emerging themes and trends in the culture of wellness and personal care among Gen Z to envision what the future of care could look like

Expert consultation on American popular culture and shifts in youth culture for a​ non-US agency hoping to help their client gain relevance with young Americans

Identified how Gen Z in 4 global markets discover brands, and what they expect and want out of social media advertising, in order to guide strategy for brands looking to advertise on the client’s platform

A semiotic analysis which decoded the​ culture, category, and client’s own brand for a challenger in the fintech space to inform their future strategic planning and brand refresh

Uncovered foundational insights for a food industry startup to understand what drives decision-making among independent restaurateurs and chefs, to use as the basis of their product and design strategy

Multiple projects with a food & bev x fintech brand on creative concept, brand positioning, and trend research to make sure the visuals and messaging for their upcoming brand campaign are resonating the right way with the right audience

Partnered with a tech giant to dive deep into the motivations and attitudes video streamers have when signing up and using their favorite streaming services, for the client’s jump into the video streaming space

Led the discovery phase of a city re-brand strategy, conducting interviews and surveys with city leaders and community-at-large alongside deep desk research

Co-led a design thinking workshop to help a utilities client put themselves in the shoes of their customers (who have no choice in the matter!) and plan for future service design and experience strategy

the words "crushed and canned"

Short(ish) on time & budget? Tomato Baby now comes