hi, i’m rachael. i study people, figure out what they want, and help brands understand why.

I’m a strategy-driven thinker with a love for scratching beneath the obvious. I use research (numbers, nuance and everything in between) to make sense of people, culture, and the systems quietly shaping the choices we make.

I take what’s visible on the surface and push past it—until something more honest shows up. Research is just the entry point.

What I’m really after is understanding: how people make sense of things, and what actually shapes their decisions.

I’m less interested in what people say they do, and more interested in what’s driving it. I look for patterns, tensions, and the gaps between intention and action.

That’s where the real story is. And more importantly, that’s where the most useful insights come from—the ones that give ideas a reason to exist.

By working with me, you’re getting someone who is:

• a marketer at heart

• eternally curious

• deeply analytical

• a people-person through and through

• a pro at anticipating needs and getting to the why behind them