Liz Watson

WORK HISTORY

EDUCATION

ABOUT LIZ WATSON

I unlock the human spark that inspires brands and guides strategic decision-making.The best, most actionable insights come from going beyond what people say in the moment. I\'m all about asking the right questions and understanding the context; staying on our toes to continuously challenging assumptions of what we think our target audiences want in their lives. Identifying opportunity territories is my jam. I\'m most often managing foundational research and brand strategy projects; navigating diverse data sources, observing people and trends, then articulating what really matters for better positioning, portfolio, marketing, CX, or sales and comms tactics. My superpowers are qualitative research moderation and immersion or activation workshops - settings where I bring forth those powerful, energizing, and fundamentally HUMAN moments of connecting dots and unlocking new perspectives. I guide brand strategy and innovation through my expertise in ethnography, insights curation, visual storytelling, and consumer closeness. I have experience working on CPG, QSR, health & wellbeing, skin care, pet care, video gaming, pop culture, financial services, and cultural macro forces. I\'ve also assisted early-stage startups on customer discovery. I conduct research worldwide, harnessing my background in international studies, East Asian culture, and 5+ years of experience conducting global market research.My formal training as a business anthropologist is a source of pride. It empowers me to \"read between the lines,\" navigate insider-outsider perspectives, and leverage social theory for stronger recommendations.