Jen O'Brien
Who We Are

Jen O'Brien

Vice President, Insights & Strategy, New York

As Vice President, Insights & Strategy, Jen has significant experience managing a variety of quantitative projects including segmentation studies, brand tracking and message testing. Jen leads broad, complex quantitative studies for global organizations such as Target, Best Buy, Pfizer and Coca-Cola and is involved in many of Kelton’s mixed methodology projects.

Jen’s classic, methodical research process stems from her days at the renowned RAND Corporation, where she worked as a survey coordinator on both large scale, longitudinal studies as well as shorter, fast-paced projects to inform policy for clients such as the Department of Defense and the National Institute of Health.  Jen received a Bachelor’s degree in Psychology from the University of Richmond and a Master’s degree in Psychology from the University of Virginia.

An avid runner, she is always contemplating which marathon to run next.  Jen has also recently become a coffee aficionado since she commutes to Kelton’s New York office from Philadelphia several days a week and needs help to cope with the early morning train rides.

Perspectives from Jen

Customer Segmentation: Validation vs. Foundational

Customer personas are critical for any company, but sometimes you need more quantitative rigor than personas can provide. Here’s how you can use a streamlined customer segmentation approach to validate personas and fill in knowledge gaps.


Get Your Quant Research In Shape

Get into the mindset of a fitness expert and use these 5 tips as a springboard to create strong and healthy projects this season.


Has Your Brand Made Its New Year's Resolution Yet?

How to set the most meaningful goals for your brand in 2016.