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Katie has over 17 years of growth strategy
consulting and qualitative and quantitative research experience
and focuses on turning insights into action. Her primary
areas of emphasis include targeting and positioning strategies,
new product development, portfolio and branding strategies,
advertising effectiveness, defining and extending brand
equity, kids and teen marketing, and identifying new opportunities
for strategic growth
Through her own firm, OutsideIn Strategies,
Katie assists the EquiBrand team in delivering highly value-added
qualitative research and market-driven strategic problem
solving. Katie is highly skilled in focus group moderating
and conducting in-depth interviews, as well as translating
customer insights into actionable recommendations for growth.
Prior to OutsideIn Strategies, Katie
spent five years as a Director with The Cambridge Group,
a growth strategy management consulting firm. Before Cambridge,
she was with A.T. Kearney, where she established a practice
in Retail, Direct and Database Marketing. She began her
consulting career with Deloitte Consulting's Retail and
Apparel practice and has also worked at Yankelovich Partners,
a market research supplier, and Dataline Corporation, developing
business solutions for retailers.
Representative clients include Sears,
Nabisco, Kraft, Pepsi-Cola, Borden Foods, National Geographic,
Time Magazine, VF Corp, Nextlink Communications, Esprit,
Episode, Duracell, Fleer/Skybox, AT&T, Army & Air Force
Exchange Service, and Buick.
Katie received her MBA from The Johnson
Graduate School of Management, Cornell University with a
concentration in Marketing and Organizational Design, and
her BA cum laude from Colgate University with a double major
in biology and English. She is an active member of the Qualitative
Research Consultants Association, Inc. (QRCA)
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