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
■Nike: Hair Dynamics In Sports
What Brought Me In
It’s no secret that Nike wants to win with women.
The brand was looking for more than expanding a particular product offer - they wanted to deepen the conversation. A static insight about hair dynamics had floated around their innovation team, but they weren’t sure if that was the right arena.
They needed to know: is this a space worth playing in? And if so, how should they show up?
The Approach
As the senior researcher on The Mix Global team, I led a six-week ethnography across the U.S. and the U.K. We started by talking to category experts to help level-set the current landscape.
Then spent two weeks in the field—running in-depth interviews, observational sessions, and private message threads. I built trust quickly so participants could open up about where they’d felt unseen or unsupported.
The goal was to surface the unspoken needs, daily rituals, and emotional drivers that no one else was looking at.
What Emerged
The research revealed that there’s no silver bullet for overcoming barriers. New ways in don’t mean a solution that solves all concerns because, for this audience, the concerns were too nuanced and vast for any brand to do that. Nike should instead focus on being a supportive advocate that offers tools to get this audience closer to their desires.
The Impact
Brands have a role in expanding what’s considered relatable.
The research findings shifted Nike’s playbook. We reframed their way of thinking around cultural tensions. Helping more than 50 members across teams, functions, and senior leadership build empathy and understand the language of their audience to engage more effectively.
In business delicate topics don't have to be avoided. Our findings sparked honest conversations. People felt permission to ask questions, share lived experiences, and challenge assumptions. The result? A unified internal vision with clear guardrails and space for innovation—all centered on real human needs.
Proof—and a Path Forward
Removing barriers for this audience in sports is no different than when Nike revolutionized comfort for athletes with Air Max. It was never about permission. It is about supporting this audience in reaching their peak performance. Which has always been in Nike’s DNA.
Language glossary
Vocabulary and recommendations aligned with Nike
Needs, desires and considerations mini deck
Note: Project still in development—specifics around audience segments and cultural tensions are intentionally withheld. Additional outcomes will be updated.
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.