Hi, i’m alexa

My super power is that in a sky full of stars, I see constellations.

I specialize in deep, emotionally driven qualitative research—work rooted in metaphor, imagery, and what lives beneath rational thought and language. I push dig deep into in the unconscious truths people feel but don’t always have words for.

Through in-depth interviews across categories from CPG and alcohol to pharma, I uncover the emotional patterns that shape behavior. I work past what people say at a surface level to find meaning in contradiction and tension because I believe that even the most ordinary products carry unexpected emotional weight and meaning in our lives.

My skill is synthesis. I combine intuition with rigor to connect dozens of consumers’ stories into a sharp insight. What can seem like endless words transforms into a compass. What can feel intangible becomes direction.

So, in a nutshell, that’s how I work: finding the constellation that matters among the scattering of stars and using it to guide brands forward, always with an understanding of emotion and human nuance as the North Star.