I'm a mixed-methods researcher with 10+ years building research programs that drive product strategy, GTM decisions, and business impact. I've led research across churn, adoption, retention, CSAT, and customer support, working with everyone from engineers to Chief Customer Officers.
My work spans global enterprise research at Asana, scalable research at quantilope (including a 0-to-1 product I led as PM), Fortune 500 engagements at LRW/Material (Google, Netflix, Sony, Peloton, Disney, HBO), and a consulting practice I founded and ran for four years.
I'm exploring research roles in B2B SaaS, enterprise technology, and consumer/entertainment. B.S. in Cognitive Neuroscience from Brown University.
10+
Years in research
30+
Global markets researched
100+
Annual AI-powered research inquiries served
Skills & Capabilities
Quantitative Methods
Survey DesignConjointMaxDiffTURFKANOSegmentationSEMLatent Class AnalysisA/B TestingLongitudinal StudiesPsychometricsForced-Choice Modeling
OpenAI APIChatGPTClaudeClaude CodeSlackAsanaNotionAirtableGoogle WorkspaceMicrosoft Office Suite
Selected Work
Research that shaped outcomes.
Browse by category, then filter by what you're looking for. Whether that's revenue impact, GTM strategy, or how I partner across product, design, and engineering.
Project details are password-protected.
Hint: the password can be found on my resume.
Quantitative programs that shape strategy, investment priorities, and how companies go to market.
01
Churn Prevention Research
Impact: Shaped GTM Ops investment priorities for the following fiscal year; led to foundational service plans generating $1M in new ARR in year one
Partnered with Data Science to analyze experimentation results across downgrade and cancellation flows. Combined ethnographic studies, IDIs, focus groups, and large-scale surveys to identify churn drivers across customer segments. Findings drove the "Stop the Churn" and "Right for Me" initiatives and increased investment in implementation support.
Impact: Users who push through strategic friction points are 2.5x more likely to expand; reshaped how R&D, Digital, and Academy teams design the customer journey
Researched the relationship between friction in the adoption journey and long-term expansion. Discovered that adoption friction impacts growth more than retention. Presented to the full marketing org and workshopped 12 workstreams with Education, Digital, and Academy teams. Prioritized change management resources in both Product and CX.
Impact: ROI metrics adopted across GTM for pipeline and deal acceleration; quantified value of AI-powered in-product features
Designed and fielded quantitative research to derive customer ROI metrics including time savings, efficiency gains, and productivity impact by use case, including AI-powered in-product features. Built the methodology for percentile-based outcome ranges (25th, median, 75th) used in executive materials and sales enablement.
Collaborated withSalesRevenueExecutive Leadership
AsanaROI MethodologySales EnablementAI
04
TAM & Competitive Analysis for C-Suite
Impact: Directly shaped CMO's segment investment decisions and ICP prioritization
Built market sizing models and competitive intelligence decks for the CMO, combining GWI syndicated data with primary research to quantify opportunity across knowledge worker segments. Informed vertical prioritization and ICP strategy.
Collaborated withCMOMarketingPMM
AsanaMarket SizingGWISegmentation
05
Industry Verticals Playbook
Impact: Improved campaign ROI for Sales and Marketing through focused resource allocation across 6 priority industries
Built a playbook across 6 priority industries mapping budget cycles, buyer seasonality, and segment-specific messaging. Elevated Government from Tier 3 to Tier 2 and defended Resource Management against deprioritization. Partnered with PMM to scope targeted campaigns.
Collaborated withSalesMarketingPMM
AsanaVertical StrategyCompetitive Intel
06
R&D/Dev ICP Opportunity Sizing
Impact: Go/no-go recommendation delivered to Product leadership for H2 investment
Led research evaluating Asana's right to win with R&D/developer audiences against Jira and Linear, with a focus on AI-powered workflows for startups and SMBs. Assessed competitive perceptions, tool consolidation appetite, and jobs-to-be-done.
Collaborated withProduct LeadershipPMMEngineering
AsanaOpportunity SizingCompetitive IntelAI
07
Feature-Level Competitive Teardowns
Impact: Informed product positioning and engineering priorities whenever new products launched in the category
Built a rapid-response competitive intelligence system producing feature-level teardowns whenever new products launched. Synthesized perception research with technical capability mapping to give product and marketing teams a clear view of where Asana won, lost, and had room to move.
Collaborated withProductEngineeringPMM
AsanaCompetitive IntelRapid Response
08
Global IDI Research Program
Impact: Shaped international GTM positioning across 4 markets
Designed and coordinated international qualitative research across France, Germany, Australia, and Singapore. Synthesized cross-market insights to inform product and positioning strategy for non-US markets.
Collaborated withInternational MarketingProduct
AsanaIDIsCross-Market Synthesis
09
"Year of the Customer" Campaign Research
Impact: Research directly shaped the externally communicated company-wide commitment to customers
Translated churn and retention findings into the strategic narrative behind Asana's externally communicated "Year of the Customer" campaign. Partnered with marketing and executive leadership to ensure messaging was grounded in customer truth, not just aspiration.
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Research that shapes how products actually feel to use. Feature funnels, PMF frameworks, and design partnerships that ship.
01
Product-Market Fit Measurement Framework
Impact: Built Asana's first PMF framework; 10,000-respondent global survey established leading and lagging indicators with segment-specific benchmarks
Impact: Built Asana's first PMF framework; large-scale global survey established leading and lagging indicators with segment-specific benchmarks
Partnered with a VP of Product Management to build a robust, quantitative PMF framework. Designed a feature funnel showing where adoption broke down (awareness, activation, retention, expansion) and developed AI-specific metrics like perceived criticality, differentiation vs. market, and unique value perception. Expanded in subsequent waves to include competitive benchmarking.
Collaborated withVP of ProductAll Product TeamsEngineering
AsanaProduct-Market FitFeature FunnelAI
02
KANO Analysis: Developer MLP
Impact: Outputs directly defined the MLP feature set that went into development
Conducted a KANO analysis to determine which features were needed for the minimum lovable product for a new AI-powered developer offering focused on startups and SMBs. Results served as direct inputs into the MLP definition, shaping what shipped.
Collaborated withProductDesignEngineering
AsanaKANOMLPAI
03
Churn & Downgrade Flow Design Research
Impact: Optimized cancellation flow to improve save rates and protect ARR
Researched what offerings and interventions to present in the churn and downgrade user flow to maximize both user retention and ARR preservation. Identified specific moments and offers most likely to save accounts at the point of cancellation. Partnered closely with design on the final flow.
Collaborated withDesignProductRevenue
AsanaUX OptimizationRetention
04
Self-Serve Support Workflow Redesign
Impact: Reduced live support burden by 50-60% and contributed to NPS improvement
Led research to redesign the in-product self-service support experience. Combined ethnographic observation, usability evaluation, and survey work to understand where users got stuck and what they wanted to self-serve. Partnered with design teams evolving in-product support mechanisms to reflect customer needs.
Led research to redesign the in-product self-service support experience to understand where users got stuck and what they wanted to self-serve. Partnered with design teams evolving in-product support mechanisms to reflect customer needs.
Collaborated withDesignCustomer ExperienceSupport
AsanaService DesignSupport UX
05
15-Checkpoint Longitudinal CSAT Program
Impact: Evolved from a quarterly pulse survey into the company's continuous CX intelligence source; contributed to NRR stabilization at 96%
Built a 15-checkpoint longitudinal CSAT tracking program spanning onboarding, adoption, renewals, churn, and other lifecycle moments. Investigated existing CSAT data, designed new measurement instruments, and evolved the quarterly survey into a continuous tracking program that senior leadership and design managers could act on.
Collaborated withHead of GTM OpsChief Customer OfficerDesign Managers
AsanaCSAT / NPSLongitudinalLifecycle
06
0→1 Product Build at quantilope
Impact: Generated new business and upsell revenue from a feature nobody else had flagged
Identified an unmet customer need through qualitative feedback that no other team had surfaced. Served as Product Manager, partnering with engineering and design from concept to launch. Owned the full lifecycle from discovery through release.
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Agency-era work for Fortune 500 entertainment, advertising, and consumer brands. Ad effectiveness, audience intelligence, and segmentation at global scale.
01
YouTube vs. Instagram Ad Effectiveness Study
Impact: Shaped Google's advertiser sales pitches and YouTube positioning to Fortune 500 marketers
Led a 2,400-respondent study measuring incremental ad impact on engagement, emotional response, brand recall, and purchase influence. Used native exposure exercises, emotional circumplex modeling, brand recall measurement, and hypothesis testing across demographic and buyer subgroups.
Impact: Informed regional media allocation during a major launch window; predicted regional sales ahead of launch
Triangulated social listening, survey data, and behavioral signals across international markets to forecast regional performance and inform global marketing allocation. Delivered to Sony PlayStation Global Marketing and Insights teams.
Collaborated withSony PlayStation Global MarketingInsights
LRW / MaterialSonyBehavioral TriangulationGlobal
03
AT&T Brand Partnership Playbook
Impact: Informed co-marketing strategy across NBA, NCAA, HBO, and DC Universe properties
Built a familiarity-affinity-direct-fit framework across 50+ media brands and created a quadrant model for media brand pairings. Specific case study work on NCAA March Madness activations.
Collaborated withAT&T BrandPartnerships
LRW / MaterialAT&TBrand Partnerships
04
Peloton Audience Segmentation & Media Strategy
Impact: Identified Journey-Driven Enthusiasts segment (8% of TAM, 27% of SAM, 20% of member base); built targeting plan reaching 78% of segment with 50% household coverage
Built attitudinal segmentation with Personicx data append and media behavior profiling. Mapped media consumption, networks watched, ad sources, sports events, and lifestyle characteristics into a targeting plan Peloton's media team could activate.
Collaborated withPeloton MarketingMedia Planning
LRW / MaterialPelotonSegmentationPersonicx
05
Streaming & Entertainment Portfolio Research
Impact: Shaped brand and product decisions across entertainment portfolio including Netflix, HBO/WarnerMedia, Disney, and Mattel
Delivered brand lift, CX, ad creative testing, segmentation, and trust & safety research across a portfolio of entertainment clients. Designed survey instruments across 30+ markets accounting for cross-cultural response biases.
Collaborated withBrand TeamsInsights Teams
LRW / MaterialNetflix / HBO / Disney / MattelCross-Cultural
06
Fortune 100 CPG & Retail Research
Impact: Delivered concept testing, CX, and ad effectiveness research on 5-day turnarounds; earned "Best Client Impact" Award
Led end-to-end research for Fortune 100 clients including Chewy.com and Clorox using quantilope's automated platform. Delivered conjoint, MaxDiff, attitudinal modeling, and forced-choice research on timelines that traditionally took 3 months.
Building the infrastructure that lets research scale. AI-powered tools, documentation frameworks, and the practice of running a research function.
01
Interim Head of Quantitative Market Research
Impact: Kept the research function running without missing a beat during leadership transition; preserved team continuity and stakeholder confidence
Stepped in as interim Head of QMR during leadership leave. Managed a team of 5 researchers, owned the budget, ran career conversations, and led research roadmap delivery across multiple concurrent workstreams. Continued leading my own projects in parallel while ensuring the team's commitments to Product, Marketing, Sales, and CX stayed on track.
Collaborated withTeam of 5 ResearchersChief Customer OfficerHead of GTM OpsCross-Functional Stakeholders
Impact: Fielded 100+ research inquiries per year across Sales, R&D, CX, Marketing, Design, and Product; scaled insights access without scaling headcount
Built AI-powered research bots in Slack via OpenAI's API that made the team's research repository searchable across the company. Stakeholders could query past insights in natural language and get relevant results instantly instead of digging through decks or waiting for a researcher.
Collaborated withEngineeringAll Research Stakeholders
AsanaAI / LLMSlackKnowledge Management
03
AI Agents for Research Operations
Impact: Saved thousands of hours in operational research tasks organization-wide
Designed and deployed AI agents that automated repeatable parts of the research workflow, scaling operational tasks across the team's process. Reduced manual effort on data processing, report templating, and insight synthesis so researchers could focus on strategic work.
Collaborated withResearch TeamEngineering
AsanaAI AgentsAutomation
04
Highlighter Tool: 0→1 Product Launch
Impact: Shipped a top-requested feature from customer need to production
Served as product manager to take a highly-requested highlighter tool from concept to launch. Identified the need from customer feedback, defined requirements, and partnered with Design and Engineering to ship the feature. Managed the full product lifecycle from 0→1.
Impact: 4+ years running the firm; built and led a team of 4 serving healthcare, B2B services, and nonprofit clients
Founded and operated a market research and digital marketing consultancy serving small and mid-market businesses. Managed end-to-end research design, customer segmentation, persona development, and campaign strategy while running the business — vendor management, budget oversight, stakeholder reporting, and C-suite advisory across hospital chains, B2B services, and nonprofits.
Collaborated withC-Suite OwnersExecutive DirectorsTeam of 4
Hover or tap any role to read the story behind it.
Staff Quantitative Market Researcher
Asana
B2B SaaS
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My in-house chapter. After years on the agency and consulting side, I wanted to know what it felt like to live with the consequences of my own research. Asana is a B2B SaaS company building work management software for teams from startups to the Fortune 500. I joined a generalist research team that touched every part of the business — Product, Marketing, Sales, CX, Support — which meant I got to see how research actually moves a company, not just deliver insights and walk away.
Research Consultant & Product Manager
quantilope
Agency / Tech Startup
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The chance to work faster and smarter. quantilope is a research tech startup that compresses research timelines from 3 months down to 5 days through automation. After agency life, I was hungry to strip out the operational overhead and spend more time on the actual thinking. I ran somewhere between 50 and 100 projects a year for Fortune 100 clients like Chewy and Clorox, and got to wear a product manager hat to ship a 0-to-1 feature based on customer feedback nobody else had caught.
Founder & Principal Consultant
Tulloch Consulting, LLC
Own Firm, Team of 4
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My own shop. What started as contract work through a neuro-focused market research firm — where I got my first real exposure to healthcare systems — turned into business development, then client acquisition, then my own consultancy. I built a team of 4 serving hospital chains, B2B services, and nonprofits. End-to-end research design, segmentation, persona development, campaign strategy, and C-suite advisory. Running a business taught me what no employer ever could about budgets, vendors, scope, and the difference between insight and revenue.
Research Manager
LRW (now Material)
Agency, Team of 5
Agency
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The brand expansion phase. After consulting work in Orlando, I wanted to work with the brands I grew up watching, listening to, and playing on. LRW (now Material) was the #1 market research agency at the time, and joining meant suddenly leading research for Google/YouTube, Netflix, Sony PlayStation, AT&T, Disney, HBO, Peloton, Mattel, Clorox. I led a team of 5 doing ad effectiveness, audience segmentation, and brand research across 30+ global markets. It taught me how to design research that holds up across cultures and how to land insights with senior client-side stakeholders.
The brand expansion phase. After consulting work in Orlando, I wanted to work with the brands I grew up watching, listening to, and playing on. LRW (now Material) was the #1 market research agency at the time, and joining meant suddenly leading research for Google/YouTube, Netflix, Sony PlayStation, AT&T, Disney, HBO, Peloton, Mattel, Clorox. I worked on ad effectiveness, audience segmentation, and brand research across 30+ global markets. It taught me how to design research that holds up across cultures and how to land insights with senior client-side stakeholders.
Corps Member, 8th Grade Science Teacher
Teach For America
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Back to my hometown. After Brown, I joined the 2016 Orlando corps and taught 8th grade science in a Title I middle school. I genuinely loved teaching — the kids, the lesson design, the moments when something clicked. I struggled with the school system itself, which felt structurally limiting in ways that didn't match the impact I was looking to have. But I left with a district-level Hero Teacher of the Year award, a deep respect for what teachers actually do, and an even sharper conviction that I wanted to spend my career closer to the levers that shape big systems.
B.S. Cognitive Neuroscience
Brown University
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Where research first found me. I spent two years in Brown's Causality and Mind Lab partnered with a Rhodes Scholar studying infant cognition and causal reasoning. Watching how children come to understand the world — how they form models of cause and effect, how they decide what's true — gave me the building blocks for everything I think about humans now. The questions I ask in market research are still the same questions I asked about toddlers: what do they actually believe, why do they believe it, and what would it take to change their minds?
Awards & Recognition
"Best Client Impact" Award
Company-wide award given by the CEO and President at quantilope, selected from over 400 employees for delivering research that drove measurable client outcomes.
4x "Report of the Quarter"
Recurring company-wide recognition at Asana for creating high-impact, innovative research reports that set the standard for the team.
Org-Wide AI Council Member
Selected for Asana's cross-functional AI Council for innovative use and forward-thinking approaches to AI on the market research team. Contributed strategic perspective on moving the business forward with AI.
"Hero Teacher of the Year"
District-level recognition during Teach For America for exemplary leadership and collaboration across the Science team, and for developing STEM after-school programs including SECME and computer club for 8th grade students. Contributed to 100% corps member retention across the Orlando region.
Contact
Let's connect.
I'm currently exploring new opportunities in senior research roles. If you're building a research-driven team or just want to chat about the industry, I'd love to hear from you.
