Heather Nelson
Weston
Summary
Market research leader with extensive experience at Directive Analytics, utilizing advanced analytics and user experience research to drive strategic growth. Proficient in segmentation and qualitative analysis, managing teams to deliver impactful insights that foster innovation and successful product launches. Committed to achieving client success through data-driven strategies.
Overview
27
27
years of professional experience
Work History
Founder & Principal Researcher
Directive Analytics
07.2002 - Current
- Lead foundational research to guide brand and growth strategy including segmentation, need state mapping, category landscape, and path-to-purchase studies
- Drive go-to-market success through positioning, pricing research, UXR, comms testing, and channel strategy
- Fuel innovation pipelines using Jobs-to-Be-Done frameworks, whitespace sizing, concept validation, and line optimization
- Manage lean research teams and vendor partners to deliver high-impact insights efficiently
Director of Research
Markitecture
04.2001 - 07.2002
- Led syndicated and custom research for travel, education, and CPG clients
- Directed go-to-market planning for an online education platform including platform design and audience strategy
- Facilitated innovation workshops and managed qual/quant testing leading to three successful CPG product launches
Director of Advanced Analytics
Digital Idea
01.2000 - 04.2001
- Developed predictive stickiness metrics central to syndicated reports on online loyalty and behavior
- Designed dynamic dashboards and KPI tools across e-commerce and content verticals
- Supported client acquisition and custom analytics for Fortune 500 clients
Senior Market Research Associate
Oxford Health Plans
01.1999 - 01.2000
- Managed external research vendors on HEDIS/NCQA-related compliance and satisfaction studies
- Conducted brand perception and member experience research with agency partners
- Delivered insights to compliance and marketing teams to guide improvement strategies
Senior Market Analyst
People’s Bank
09.1998 - 01.1999
- Built predictive models for attrition and bankruptcy to guide risk strategy
- Designed and tested credit card marketing offers to optimize response rates
- Utilized large-scale SQL databases and SAS for performance modeling
Education
Certificate in Fundamentals of Moderating -
RIVA Training Institute
Rockville01.2007
Master of Arts - Public Policy, Survey Research & Data Analysis
University of Connecticut
Storrs, CT01.1997
Bachelor of Arts - Psychology
University of Connecticut
Storrs, CT01.1996
Skills
- SPSS and WinCross proficiency
- Market research techniques
- Qualitative and quantitative analysis
- Segmentation and conjoint analysis
- MaxDiff and Jobs-to-Be-Done methodologies
- User experience research
- Concept and message testing
- TAM sizing and journey mapping
- Data analysis and insights
- Research methodologies expertise
- Analytical thinking skills
- Team leadership capabilities
- Visionary leadership
Industry Experience
- Consumer Goods
- Healthcare
- Education
- Financial Services
- Technology
- Private Equity
Availability
Open to contract-based insights, strategy, and research leadership roles. Experienced in working independently or as an embedded team partner.
Tools And Methodologies
- SPSS
- WinCross
- CMIX
- MarketSight
- In-depth Interviews
- Ethnographies
- Focus Groups
- Segmentation
- Conjoint
- MaxDiff
- Jobs-to-Be-Done
- UXR
- Concept Testing
- Message & Comms Testing
- TAM Sizing
- Journey Mapping
Selected Consulting Projects
- Rapid Insight Sprint for Online Ed Acquisition, Delivered fast-turn due diligence insights on market positioning, customer loyalty, and brand risk to support go/no-go decision
- Innovation Pipeline Strategy for Leading CPG Brand, Led multi-phase qual/quant program to identify whitespace and validate high-potential concepts for development
- Subscription-Based Tech Service Optimization, Informed GTM strategy through product-market fit research, UX testing, and messaging validation
- Expansion Strategy for Fast-Casual Brand, Uncovered core equity drivers and regional opportunity zones to guide market entry and real estate planning
- Segmentation for Personal Care Brand Expansion, Built and activated attitudinal segments to guide product roadmap, brand comms, and portfolio prioritization
- Launch Strategy for First-in-Class Biopharma Treatments, Uncovered unmet needs and aligned stakeholder messaging to support national campaign and acquisition
Timeline
Founder & Principal Researcher
Directive Analytics
07.2002 - Current
Director of Research
Markitecture
04.2001 - 07.2002
Director of Advanced Analytics
Digital Idea
01.2000 - 04.2001
Senior Market Research Associate
Oxford Health Plans
01.1999 - 01.2000
Senior Market Analyst
People’s Bank
09.1998 - 01.1999
Certificate in Fundamentals of Moderating -
RIVA Training Institute
Master of Arts - Public Policy, Survey Research & Data Analysis
University of Connecticut
Bachelor of Arts - Psychology
University of Connecticut
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