Kaitlin accidentally fell into research and strategic consulting over a decade ago and has never looked back! As a Senior Director at Kelton, Kaitlin designs and leads all phases of consulting and research engagements from inception through completion. With a knack for creative problem solving and collaboration, Kaitlin enjoys waking up each morning with interesting challenges to tackle and is grateful to be able to partner with her clients to solve some of their toughest business challenges.
Kaitlin held various research and consulting roles prior to joining Kelton. Feeding off of her experience doing media research at NBC Universal/Telemundo, to doing in-store behavioral research at Paco Underhill’s Envirosell and Brand Strategy & Analytics at Interbrand, Kaitlin brings a wealth of experience about human behavior, the path to purchase, innovation, and brand management, to her work at Kelton. Through her various roles, Kaitlin is proud to have partnered with B2B and B2C brands – both big and small – as a strategist. She’s managed research and has worked with her clients to uncover insights in over 22 countries.
Kaitlin fell in love with New York City back in her NYU days and continues to be inspired by all the city has to offer. In her spare time, Kaitlin likes to be a curator of all things good (though she tends to favor her collection necklaces and scarves from around the world). As a big fan of the word “yes!” you never know what Kaitlin might get herself wrapped up in next. Not afraid of jumping right in, Kaitlin has been known to book and depart for a European vacation in under 8 hours, plan a large traditional NYC wedding in a little over 4 months and go sky diving on a whim.
2021 Segmentation Strategy: Is it Time for a Refresh?
Segmentation is all about who you target, where you reach them, and how you talk to them — but after a tumultuous 2020, consumer values, behaviors, and attitudes have shifted. Here’s how to know if your brand needs a segmentation refresh — and the best way to get the job done.