Nancy Baum

Vice President, In-Person Qualitative Research

meet Nancy

Nancy is a qualitative moderator with extensive experience in ethnographic research methods, including shop-alongs, in-home interviews, participant-observation, focus groups and usability testing.

Nancy’s background in anthropology shapes her approach to uncovering and understanding consumers’ values, motivations and beliefs. She takes on an operationalized view of culture and aims to elicit deep narratives from consumers while employing a holistic perspective to understanding their behaviors and beliefs. 

Over her nine years in the field, she has conducted hundreds of interviews for major retailers and CPG manufacturers.

Nancy has a master’s degree in applied anthropology from the University of North Texas and a master’s degree from UNT’s Health Science Center in public health.

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