Hope Norman

About Hope Norman

With a background in marketing, advertising and journalism, I’m an insights strategist and qualitative research leader with 15+ years of experience uncovering human truths and translating them into strategies that move businesses forward. My passion lies in learning about people, telling their stories and helping brands keep the humans they serve at the heart of their decisions.After leading Client Engagement and Research at SEEK Company/Directions Research, I founded my own consultancy, Et Vero, where I\'ve already worked with Fortune 50 technology companies, global CPG leaders and healthcare organizations, to name a few. My work spans foundational research, brand positioning, innovation and strategy workshops with a speciality on turning insights into storytelling outputs with a specific lens on strategic implications. Some of my career highlights include leading a qualitative sales team where every member achieved President’s Club recognition for exceeding sales goals, developing a segmentation framework for Kontoor Brands that enabled prioritization of high-value target customers, designing a research platform and methodology that generated more than $1M in revenue in a single year and driving an innovation program that inspired McDonald’s to transition to antibiotic-free chicken.I’ve interviewed thousands of people through in-homes, consumer connects, focus groups, online boards, virtual IDIs, shop-alongs, intercepts, etc. I’m equally as comfortable talking to teenagers as I am those in the C-Suite. I also completed a Certificate in Topics in Human Behavior at Harvard Extension School, further grounding my expertise in the science of people, and I continue to explore how AI can be leveraged within qualitative research and storytelling.Companies Worked With (including, but not limited to): Visa, Google, Apple, Meta, eBay, Illumio, Procter & Gamble, Nestle, PepsiCo, Purina, McCormick, Ferrero, Tyson, Welch’s, Helen of Troy, Publix, TJX, VF, Kontoor, McDonald’s, Yum! Brands, Kaiser Permanente, Teva, Paradigm, Syneos, Whirlpool, Beam Suntory, Constellation“Hope is outstanding in her analysis and presentation of the material. She has crazy good storytelling skills and will take anyone’s fear right out of understanding what can come from the other part of our ‘big data’ world. She’s a great thinker and collaborator and makes the complex seemingly easy. Hope is amazing and we appreciate the impact she’s had on our innovation projects.” – Director of Consumer Insights, Fortune 100 Company

Experience

1. Senior Strategy Consultant

   Clearworks

   Feb 2025 — Present

   Clearworks is an insights, innovation, and customer-experience company. We help you orient your business around your customer through deep insights, inspired innovation, and engaging customer experience. We’re human behavior explorers and people-speak translators. We’re always-on thinkers, quick learners, agile adaptors, thought collectors, and dot connectors. We’re endlessly curious about what people want and need—and how business can better meet those needs.For us, everything starts with understanding customer perceptions, challenges, and aspirations. We use tools like journey mapping to look at every touchpoint and identify opportunities for better connection with customers (and employees). We help clients understand their customers better, identify opportunities for innovation, and create products, services, and experiences that matter. And because our team comes from product, innovation, and strategy, we know first-hand how to bring ideas to life. We’ve partnered with businesses worldwide to solve all kinds of challenges. Our clients are diverse in size and industry but share one important thing: a passion to drive more business by driving more meaningful human connection.

Education

• Harvard Extension School

  Certificate in Topics in Human Behavior, Psychology

• Miami University

  Bachelor of Science (B.S.), Marketing

  2007 — 2010

• Miami University

  Bachelor of Arts (B.A.), Journalism

  2007 — 2010

• Harvard Extension School

  Master of Liberal Arts, Psychology

Skills

• Html
• Customer Insight
• Digital Strategy
• Market Research
• Project Management
• Advertising
• Management
• Qualitative Research
• Entrepreneurship
• Creative Direction
• Research
• Social Networking
• Social Media Marketing
• Marketing
• Social Media
• Social Entrepreneurship
• Leadership
• Dreamweaver
• Marketing Research