ETHNOGRAPHY
I stay immersed in culture online and off. The deep listening that I practice allows me to uncover tensions that push brands to consider where they truly belong. It brings a human dimension to data that sharpens positioning, sparks cultural relevance, and moves business forward.
5,000 research hours and counting…
Focus
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Outputs include:
Trend reports
Opportunity mapping
White papers
Cause marketing strategy
ESG storytelling
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Outputs include:
Persona development
Segmentation studies
Audits
Gap analysis
Inclusive marketing frameworks
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Outputs include:
Insights decks
Brand authenticity audits
Campaign direction
Community response + trust-building strategies
work
work
■New York Lottery: New Yorkers Through Six Lens
What Brought Me In
The New York Lottery wanted to conduct an in-depth study on six newly identified audience segments. While they had plenty of quantitative data, they were still struggling to truly understand and connect with these groups.
Before going all in, they needed to know the real behind real New Yorkers.
Agency: McCann, The Village
The Approach
Through a mix of digital diaries and in-person interviews, we explored the personalities, backgrounds, social connections, and lifestyles of 36 New Yorkers from every corner of the state and representing all six segments. To uncover the unique threads that tie each group to leisure and entertainment.
We explored what unified these segments. How did they define a New York state of mind—and how did that shape their perceptions and motivations around the New York Lottery?
But also leaned into key differences in experience between current players, non-players, and lapsed players.
What Emerged
Yes the lottery can make you rich but the real prize for players was the freedom to live their life, but better.
Across all segments, we saw a common thread: New Yorkers saw the Lottery as a ticket to freedom, flexibility, and more of what they love. Which is a very New York way to be.
What The Research Proved
New Yorkers are united in many things but their motivations are distinct. Here is a snapshot of some of the outcomes:
Regular players view the lottery as more than just entertainment—it's a source of ongoing excitement and possibility.
Occasional players are drawn in by the fun and social aspects, often buying tickets with friends or when jackpots are exceptionally high, creating moments of shared excitement.
Non-players also contribute to the social fabric from social media to conversation in real life.
The Impact
By anchoring the numbers in real, lived insight, we turned raw data into human portraits that taught teams how to actually speak each segment’s language.
That fresh perspective sparked a cultural shift in the messaging strategy and drove a creative pivot in the Lottery’s draw and scratch-off campaigns. So every touchpoint had that New Yorker energy.
reach me
While my primary focus is commercial advertising, my expertise has been applied to a range of creative projects and my skill set is always evolving.