Executive Vice President, Advanced Qualitative Research Techniques and Analysis
I feel so privileged when people sense that I truly want to understand what they are thinking and feeling; and I think that that often leads them to open up to me in a very 'real' way.
Tanya helps Beta clients drive sales by uncovering what they need to do in order to make a deeper emotional connection with their customers. She develops qualitative research plans, conducts insightful focus groups and produces incisive reports and recommendations that lead to actionable and impactful marketing efforts.
In her role as a "touchy-feely market researcher," Tanya works to establish rapid – and deep – rapport with study participants. They readily respond to her manner, which is simultaneously inquisitive and empathic, passionate and analytical. In addition to eliciting such authentic responses, Tanya is able to see the nuanced patterns they reveal – and their potential impact for smart, strategic decision-making. She strives to represent the voice of the consumer yet simultaneously brings a Brand Manager's sensibility to both her research and the resulting recommendations to ensure that the client can implement what really works in the marketplace.
Tanya's previous experience includes positions in a London-based international qualitative market research consultancy (subsequently bought by NFO and TNS), at Mercer Management Consulting in NY and then at Young & Rubicam, NY. In 2001, she founded her own firm, TKInsights LLC. Tanya's expertise spans a wide range of product categories, including retail, foods, beverages, cosmetic/beauty products, skincare, oral care, personal and sexual healthcare products, baby products, toys, arts & crafts, travel, household products, pharmaceuticals, luxury goods, finance, insurance, and technology. She has worked with subject populations of diverse ages, genders, financial backgrounds and ethnicities.
Tanya holds an M.A., summa cum laude, in French and German from the University of London's prestigious King's College. She has also participated in Synectics Brainstorming and Semiotics courses. She has also given Qualitative Research 101 courses at a few NYC based colleges (including NYU) and has also helped train some of her clients' market research department personnel about different, contemporary qualitative research methodologies. She is also the author of some market-research articles published in Quirks; one about women and pocket book advertising, and most recently (May 2015) one about the need for empathic customer service in retailers.
Although Tanya's driving curiosity ensures that she is never really off the job, she enjoys her daily 5am workout, loves to write, learn foreign languages and attends the theater whenever she can. She also admits to a rather inordinate fondness for "real" Cadbury's Dairy Milk chocolate, which dates back to her days in the UK. Tanya, her husband and three children make their home in Teaneck, NJ.
- At Beta since: 2015
- Key areas of expertise: Qualitative Research and Focus Groups; Multi-Lingual and Multi-National Markets (French, German, Spanish); Analytics and Strategic Decision Support
- Representative clients: Allergan, Bayer, Crayola, CVS, Merck, Nestle, Staples, Young & Rubicam