Meet Your Insights & Strategy Pros

We are a diverse group of expert researchers, brand strategists, and innovators dedicated to transforming consumer learning into truly impactful insights. We’re also a ton of fun to work with.

Chris Aswad

Founder & Managing Partner

Chris has been a trusted partner to clients in the research and insights industry for more than 20 years. He founded Insight By Design in 2011 after spending more than 10 years directing global insights engagements for leading brands at top agencies, including Hall & Partners and TNS, in addition to helping build the first Artist Insights Lab at Sony Music Entertainment. He built Insight By Design into the successful agency it is today by delighting client teams at leading brands including Amazon, Bloomberg Media, Netflix, Spotify, Vistaprint, Equifax, Ralph Lauren and many more. Nearly all of the firm’s clients have been working with Chris and his team for ten years or more – a particular point of pride in an industry where this type of loyalty is increasingly rare. Chris is recognized as an expert in insight-driven innovation and has worked closely with Boston University’s Communication Research Center, where he received his graduate degree in Applied Communication Research.

Alison Principe

Partner, Brand Strategy & Insights

Alison brings over 20 years of experience delivering impactful, research-based insights and advice to help guide business decisions for top brands such as SUBWAY, Delta Air Lines, Bai, L'Oréal, Aveda, Comcast, ILNY, VW, Marriott International, Avocados From Mexico, Mutiny Island Vodka, and many more. She has a passion for designing and leading research programs that unearth human truths, champion brand building, shape marketing strategies, and drive consumer engagement, fueled by her curiosity in understanding people and how they connect with brands. Alison is a high-energy, dynamic leader with a willingness to challenge conventional norms and views – providing fresh and innovative ideas to tackle her clients’ most pressing research needs while delivering highly attentive client service with an emphasis on collaboration. Alison brings a wealth of expertise from her previous role at Hall & Partners, where as a seasoned Partner, she provided strategic guidance and thought leadership for a variety of dynamic brands, helping them make big decisions to drive their business forward.

Anne Bitter

Head of Qualitative

Anne is a highly sought after qualitative researcher and brand strategist with over 20 years experience leading global insights projects for top brands in CPG, Technology, Financial Services and many other categories. Anne has partnered with many leading brands including Citibank, Coca Cola, IBM, Hershey, Intel, Microsoft and many more.

Andrea Galvin

Senior Project Director

Andrea is a seasoned marketing and communications professional with 10+ years working for leading advertising agencies in account management and social media strategy.​ Andrea is also a skilled researcher with a focus on qualitative interviewing and interactive online insights communities. She is deeply curious about what makes consumers tick and brings a fresh perspective to every new project.

Tara Malone

Head of Design & Video Production

Tara comes to Insight By Design after 20 years as a highly successful TV producer, director and executive – overseeing production of more than 1000 hours of documentary programming and winning an Emmy award in the process. Tara is the perfect person to lead the development of our Video Production offer as we fuse leading edge technology with stellar consumer insights.

Deb Barnum

Senior Project Director

Deb has been a valued member of the Insight By Design team since 2018. She has over 10 years of experience in the research and insights industry, including time spent working with Chris and Alison at Hall & Partners in New York City. Deb has worked on projects for our clients in every industry vertical we support and primarily serves as a quantitative analysis expert and fieldwork director. She also supports work on immersive qualitative projects including high profile assignments for Ralph Lauren, Vistaprint, Bloomberg and many more.

Our Network

When you work with us, you also benefit from our stellar network of best-in-class tech partners, consultants and subject experts.

Jerry Forristal

Consulting & Strategy

Jerry is a 30+ year veteran of Consumer Insights who has worked on hundreds of brands across nearly every sector, and is an expert in Market and Brand Strategy, Brand Positioning and Tracking, Marketing Effectiveness, Segmentation, Audience Profiling, Data Integration and Story-Telling. Jerry began his career on the client-side, first as a Senior Statistician at AT&T and then as a Research Manager for Hallmark Greeting Cards where, as an expat residing in The Hauge, he was tasked with building new Insights departments in the five largest European markets.Given his love for brands and communications, Jerry also spent several years working at different Advertising and Media agencies, working first for Leo Burnett in London, then for Publicis in New York, and more recently, for Essence MediaCom in Miami as their Head of Consumer Insights. Jerry also has fifteen years of experience working at top Research agencies, including Kantar where he was a Global Account Director, Ipsos where he was a Senior Client Officer, and lastly, at Qualtrics where he was a Senior Solutions Strategist. Jerry received his degrees in Sociology from the University of Kansas and Duke University, has taught Market Research courses at the Fashion Institute of Technology in New York, and currently guest-lectures at the University of Miami.

Rachel Ellis

Expert Moderator & Workshop Facilitator

Rachel Ellis is a marketing veteran and the Principal of re: INNOVATION, a thriving innovation consultancy known for a unique combination of conceptual and analytic thinking. After graduating Summa Cum Laude from The Wharton School of Business at the University of Pennsylvania, Rachel joined The Quaker Oats Company where she led Innovation and Strategy for Gatorade for over a decade helping triple the brand to over $3 Billion in revenue. Since starting re: INNOVATION, Rachel has brought the same creativity and passion and ability to break paradigms to category leaders in Health and Beauty, Technology, Spirits, Confections, Foods and Beverages. She is an expert facilitator having moderated hundreds of ideation sessions, strategy workshops and qualitative interviews where she uses her unique perspective to uncover new insights and to push ideas into new areas. Rachel holds several patents and was selected as one of “Ten Who Will Make a Difference” by Beverage Industry. She lives in Chicago with her husband and three daughters and practices marketing daily to get them to eat more green vegetables.

Chuck Miller

Advanced Analytics & Measurement

Chuck Miller is president of Digital Marketing & Measurement, LLC (DM2), a research agency focused on advanced analytics and measurement. During his 25+ years in research, Chuck has built significant capabilities in provider and end client organizations, including 10+ years as a vice president at AOL and Time Warner leading Consumer Insights and Business Intelligence functions. A pioneer in online research, Miller is named Inventor on a US Patent associated with the first survey router. As a recognized thought-leader in marketing research, Miller frequently publishes, speaks at conferences, and leads many industry initiatives. Chuck has been recognized as a Laureate by the Insights Association – a “lifetime recognition of distinction, for a distinguished career marked by meaningful contributions that have advanced the profession.”

Mark Santos

Video & Design

Mark is professional video editor and content creator with more than 215,000 YouTube subscribers. He helps with our mission of elevating insights deliverables and creating visually stunning content that our clients get excited to engage with and share. He brings real-world YouTube experience and artistic talents to every project, conceptualizing and executing captivating visuals that enhance the viewing experience and increase viewer retention.

“The greatest benefit to having Chris as a
partner is his efforts to fully engrain himself
in your business and understand the why
behind the research.”

Ingrid Simon

Product Experience Strategy & Insights Manager, Vistaprint

"Insight By Design offers more expertise, thought leadership, and quality of work than traditional research firms."

Laura MacDonald

Consumer Insights

"Chris is a passionate professional who conveys confidence and expertise and quickly puts one at ease—even with the most daunting project."

Beth Duane

Chief Marketing and Visitor Experience Officer

“Their deliverables really raised the bar compared to other research vendors we've worked with.”

Amanda Haley

Sr. Customer Insights Manager, Amazon

“Insight By Design has been a trusted and valued partner for over ten years. I give them five stars in every aspect of the relationship.”

Tom Long

Data Science & Insights

We’re trusted by some of the best

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