DANA LEADS HANDS-ON RESEARCH design, moderating, and analysis. She has two decades of experience in a breadth of marketing and insights roles, including 12 years client-side, mostly at Pepsico in senior brand, innovation, and retail marketing positions. As a marketer, one of her biggest frustrations was the need to “get more” out of every piece of research … to build a complete and genuine consumer understanding within a realistic research investment. Her search for solutions led her to form Boone Insights in 2007.
DANA IS CONSIDERED A LEADER in innovative and digital qualitative research designs, and her work has been featured in Quirks, ESOMAR’s Research World, QRCA Views, Greenbook’s NewQual blog, and at major industry conferences.
HER MODERATING STYLE IS RESPECTFULLY-INQUISITIVE AND WARM. She doesn’t accept answers at face value and pushes participants to reveal their individual perspectives and resolve contradictions, all with a smile. She is a natural at anticipating client “probes” and intuitively furthering discussions on valuable spontaneous feedback.
DANA HAS EXPERIENCE IN CHALLENGING SITUATIONS … intercepting luxury car owners at gas pumps, leading thorny franchisee contract discussions, exploring depression issues with patients in physician offices, connecting with gays and lesbians in the heart of San Francisco, and more. Relating to people quickly and putting them at ease is something that sets Dana apart, enabling her to achieve the “authenticity” that clients crave.