Work With Me

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Will anyone actually want this product?
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Before investing in formulation and manufacturing, you need to understand whether a product concept addresses a real consumer need and has a clear reason to exist in the market.

This work examines the category landscape and current opportunities, benchmarks competitive products to understand existing offerings, and tests the concept with target consumers to assess relevance and purchase interest. Findings are synthesized into a strategic product brief that anchors development decisions and provides clear direction on whether to proceed as planned or revise before further investment.

Key deliverables

• Consumer research design (surveys and interview protocols specific to your concept)

• Category opportunity analysis and competitive landscape assessment

• Product development brief for your formulator (product specifications, performance requirements, and competitive context)

• Consumer testing results and strategic recommendations
  
  Essential for brands developing a new product, entering a new category, or pressure-testing a concept before committing to formulation and manufacturing.

Does this formula actually perform the way it's expect it to?

Lab testing does not predict how a product performs in real routines. Products need to be evaluated in salons, bathrooms, and daily use to understand functionality, consistency, and whether claims are credible.

This work compares your formula to leading products in the category, reviews ingredient strategy in the context of consumer expectations, and coordinates extended real-world testing with professionals and experienced users across a range of hair types and environments. The outcome is a clear picture of performance, including where the product delivers and where refinement is needed before finalization.

Key deliverables

• Comparative performance analysis against category leaders

• Claims credibility assessment

• Real-world (professionals and consumers) testing protocol, execution, and results documentation

• Prioritized improvement recommendations

Essential for brands with a working prototype who need to confirm real-world performance before final formulation, or teams preparing claims for packaging and marketing.

Who will actually buy this, and why will they choose it over other options?
 
When the target customer is not clearly defined, products struggle to convert. Assumptions about the audience often lead to messaging that does not connect and positioning that fails to perform.
 
This work examines potential customer segments within your category, tests product experience and messaging across multiple audiences, and identifies which group responds most strongly and for what reasons. You receive clear direction on audience focus, positioning, and messaging based on how consumers actually evaluate the product.
 
Key deliverables

• Custom consumer research design (surveys, interview protocols, social listening framework)

• Consumer segmentation analysis identifying distinct audience groups and their characteristics

• Target consumer profile with motivations, pain points, purchase drivers, and unmet needs

• Positioning framework grounded in how consumers actually talk about products in this category

• Competitive preference analysis and white space identification

Essential for brands that lack clarity on their true customer, are expanding into new demographics or categories, or are experiencing weak conversion due to unclear positioning.

Why is this product underperforming?
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When products miss expectations through low repeat purchase, high returns, negative feedback, or missed projections, the cause is often unclear. Making changes without understanding the root issue leads to wasted time and additional cost.
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This work analyzes existing customer feedback and performance data, conducts fresh real-world testing with new users, and benchmarks against competitive alternatives. The goal is to identify the primary source of underperformance and determine what should be addressed first.
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Key deliverables

• Consumer research design (surveys, interview protocols) specific to diagnosing performance issues

• Performance gap analysis identifying where experience diverges from promise

• Root-cause diagnosis (formulation, packaging clarity, positioning, or expectation management)

• Consumer feedback synthesis revealing patterns in complaints, returns, and dissatisfaction

• Competitive analysis showing how your product compares

• Prioritized recommendations for improvement with rationale

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Essential for brands with launched products showing low repeat purchase, elevated returns, negative feedback, or missed sales expectations, and needing clear direction before further investment.

Strategic Advisor

Ongoing advisory support for brands managing multiple products or complex product decisions without adding a full-time executive.

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This role provides consistent, senior-level input across product direction, testing decisions, positioning questions, and prioritization. I stay close to your product pipeline and decision-making so teams can move efficiently while maintaining rigor.​

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Essential for brands developing multiple products per year, navigating frequent product decisions, or needing experienced oversight without hiring a full-time product leader.

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Embedded Product Partner

Senior product leadership integrated directly into your business.

In this role, I function as a fractional head of product and consumer insights, supporting decisions from early concept through launch and post-launch refinement. This partnership is designed for brands with aggressive timelines, high stakes, or complex development pipelines.​

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Essential for high-growth brands preparing for major retail expansion, acquisition, or rapid portfolio growth, and needing embedded senior product expertise without building a full internal team.