About Us

About

Strategy Informed by Social Science

Our strategists and social scientists equip clients to understand consumers more deeply and connect with them in more genuine ways.

About

Strategy Informed by Social Science

Our strategists and social scientists equip clients to understand consumers more deeply and connect with them in more genuine ways.

Company History

We’ve Been at This Since 1999

Founded by experts in the psychology of decision-making, we’ve always approached our work from a social science angle. We complement this perspective with strong business acumen and cultural savvy – our diverse staff represent disciplines like psychology and anthropology, as well as business, marketing, media, and communications. We believe this combination yields more actionable insights and better strategy.

We’ve Been at This Since 1999

Founded by experts in the psychology of decision-making, we’ve always approached our work from a social science angle. We complement this perspective with strong business acumen and cultural savvy – our diverse staff represent disciplines like psychology and anthropology, as well as business, marketing, media, and communications. We believe this combination yields more actionable insights and better strategy.

Meet Our Senior Team

Arikan Olguner
Arikan Olguner
President
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Arikan Olguner

President

Wharton School at the University of Pennsylvania
MBA
Lauder Institute at the University of Pennsylvania
MA International Studies
Bates College
BA Economics

Teamwork is the way to get to great, and great teamwork begins with passion for what you do.

Consumer insights have always been a driving force behind Arikan’s diverse background in management, brand, and marketing advisory. Throughout his career, he has advised clients on brand strategy, marketing effectiveness, go-to-market strategy, and customer experience. He’s worked in many industries, including media and entertainment, retail, consumer goods, technology, travel, and financial services.

As president, Arikan partners with clients on their most business-critical objectives, guides the strategic vision and growth of the agency, and oversees business operations to foster a happy team serving happy clients. Before joining Insight Strategy Group, Arikan held leadership roles at Prophet, a brand and marketing consultancy, and in the Consumer Strategy group at Deloitte Consulting. He started his career in investment banking at Lehman Brothers.

Arikan is a Turkish native and a long-time New Yorker who enjoys a regular dose of international travel. He is a fan of New York City’s diverse cultural offerings from food to the performing arts and has seen over 70 opera performances at the Met.

Ally Aleman
Ally Aleman
Senior Vice President, Qualitative Research
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Ally Aleman

Senior Vice President, Qualitative Research

NYU
MA Media, Culture, and Communications
Skidmore College
BA Psychology and Sociology

Look beyond the surface, and you will find the right insight.

Ally is passionate about uncovering the psychological and cultural factors that shape consumers’ behaviors and decisions.

As head of qualitative research, she oversees all qualitative research initiatives, from methodological innovation to moderator training. Ally has many years of experience in concept and content testing, brand and product positioning, segmentation, and consumer profiling. Her experiences extend across industries, including consumer goods, retail, beauty, and financial services. She has a particular love of lifestyle media.

Before joining Insight Strategy Group, Ally was a research supervisor at Manning, Selvage & Lee, where she developed ongoing strategic insights for clients in the beauty, health, and financial industries.

Ally is a certified yoga instructor and a runner. She has run two full marathons and 14 half marathons.

Ruth Ingram
Ruth Ingram
Senior Vice President, Research & Strategy
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Ruth Ingram

Senior Vice President, Research & Strategy

University of Edinburgh
MA Social Anthropology and History

Getting up close and personal with real people and choices they make is at the heart of my approach. Everyone’s lives are full and busy, so finding the way my clients can truly add something of value gives me a thrill.

With a background in anthropology, Ruth has always been fascinated by how people engage with products, services, and experiences on a day-to-day basis. At Insight Strategy Group, she puts that passion to good use while overseeing work with clients in the food and beverage, style, and health and wellness industries. Ruth is ISG’s senior innovation expert, having worked with many consumer goods clients on innovation challenges across all stages of product development.

Prior to Insight Strategy Group, Ruth spent seven years at Clear – M&C Saatchi, where she was the senior director responsible for the CPG practice. Prior to Clear, she was a brand strategy consultant at Interbrand in London.

Ruth finds her peace through the act of cooking. She loves to prepare meals and share them with loved ones. This year she’s starting a veggie patch — farm to table for real!

Stephen Lenzen
Stephen Lenzen
Senior Vice President, Consumer Sciences
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Stephen Lenzen

Senior Vice President, Consumer Sciences

New York University Stern School of Business
MBA
Boston College
BA English

Numbers tell the most persuasive stories, especially in strategy.

A right-brain, left-brain strategist who is always curious about why people think and behave as they do, Stephen is a mastermind who sees the story in the numbers. He leads the Consumer Sciences practice, which includes quantitative methodologies and advanced analytics. He leads projects across practice areas with a particular emphasis on targeting strategy, brand strategy and measurement, and product innovation. He has deep expertise in the media, consumer goods, retail, and technology industries.

He previously honed his skills at Young & Rubicam’s BAV Consulting Group, where he served as VP of advanced analytics and ran the brand valuation practice.

Stephen is a Francophile who’s lived in Paris and Montreal. He is a music enthusiast, singer, and vinyl record collector. He enjoys reading news, non-fiction, and modern fiction.

Betsy Grimes
Betsy Grimes
Vice President, Research & Strategy
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Betsy Grimes

Vice President, Research & Strategy

Ohio State University
MBA Marketing
Otterbein University
BS Psychology

Talking with consumers continually reminds me of how uniquely different yet unitedly similar people are.

Betsy combines her fascination with consumer psychology and behavior with her love for the research and discovery process. She is a senior expert in food and beverage, fashion, and grocery and retail, and she’s worked with leading brands on a range of brand strategy, targeting, and innovation challenges. Betsy also leads many of Insight Strategy Group’s behavioral science initiatives. Her expertise is fueled by her passion for uncovering who consumers are and bringing them to life for her clients.

Betsy previously worked at FITCH, a design and branding consultancy. Her experience includes brand positioning, new product innovation, and retail design. Prior to her market research career, she was a professional musician and arts director for a symphony orchestra.

She is obsessed with all things travel, wine, and food (but please don’t call her a “foodie”!). Her happy places are Provence, New Orleans, and anywhere there’s a Jeni’s Splendid Ice Creams shop.

Michelle O'Neill
Michelle O’Neill
Vice President, Client Services
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Michelle O’Neill

Vice President, Client Services

University of Connecticut
BS Finance

Creative thinking grounded in proven frameworks and always recognizing the market voice will lead to success.

Michelle lives at the intersection of client service and research at Insight Strategy Group. As vice president of client services, she is steadfastly focused on understanding and responding to client needs and market developments. She brings a strong business and industry acumen to her client relationships. She connects the dots between clients’ business objectives and how a partnership with ISG can help achieve them.

Michelle has decades of experience using strategic market insights to progress brands. She headed the consumer and technology divisions at GfK and Harris Interactive, and she also served clients at Yankelovich.

Michelle likes to stay fit, active, and generally healthy. She also thoroughly enjoys indulging in a fantastic New York City meal with a superb glass of wine.

Sarah Chumsky
Sarah Chumsky
Vice President, Insight Kids
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Sarah Chumsky

Vice President, Insight Kids

Wesleyan University
BA Film Studies

What's good for kids is good for business!

Sarah approaches strategy and consulting work like a crossword puzzle, fitting clues together until the solution becomes apparent. With over 20 years of experience as a researcher and educational media producer, she’s developed a deep understanding of what works for kids and parents as well as the best ways to learn from them.

As head of Insight Kids, Sarah channels the team’s passion for inspiring the development and growth of products and services aimed at kids and families. Her expertise infuses all that she does, from innovating study designs to communicating age-appropriate solutions to clients. While she’s worked across a variety of categories, from baby food to potty training, she is an industry-recognized expert in kids’ media and toys, having worked with many leading names in the film, TV, and toy industries.

Sarah previously worked in development and production of children’s educational media and documentary films. Her favorite stint before Insight was at Blue’s Clues, where she adapted the brand for international markets. As a youth culture enthusiast, she is fluent in Potato Head, Pee-Wee, and Pig Latin.

Sarah Gardiner
Sarah Gardiner
Vice President, Media and Entertainment Research
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Sarah Gardiner

Vice President, Media and Entertainment Research

Muhlenberg College
BA English Literature and Studio Arts

Content shapes culture, and culture shapes content.

Sarah’s passion and expertise in all things media and entertainment tap into her love of pop culture and her interest in unpacking the truths of modern consumers. She thrives in helping clients and companies figure out how to build brands and content that resonate with today’s consumer.

She works with leading brands in the media and entertainment space across linear, OTT, and digital. As a creative thinker, Sarah leverages her problem-solving skills to help clients successfully navigate both macro- and micro-level goals. She specializes in projects that inform brand strategy, content creation and positioning, authority studies and audience illumination, ad sales, and beyond.

Sarah loves any opportunity to connect with nature and get back to basics as a compliment to today’s fast-paced world. Her 20+ year family tradition of camping on an island is one of her favorite times and places.

Slaine Jenkins
Slaine Jenkins
Vice President, Research & Strategy
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Slaine Jenkins

Vice President, Research & Strategy

Columbia University
MA Ed.M. Counseling Psychology
Oberlin College
BA Psychology

I find Youth practice work especially exciting because young adults feel everything in an amplified way. They are in the thick of developing their identities and worldviews and how they are going to reflect those back to the world.

Slaine applies her background in counseling psychology to consumer research and strategy. She always pushes to uncover deeper motivations behind behavior. She specializes in understanding how youth and millennials develop strong relationships with brands, content, products, and experiences as they develop identities across life stages.

She focuses primarily on the media and entertainment industry, having worked with leading brands in TV, OTT, film, and digital media. Slaine is a go-to expert when it comes to all things content and has experience across the content development lifecycle.

Slaine is a big fan of board games, which has fostered her interest in strategy and problem solving. She loves to travel, which has fueled her interest in cross-cultural perspectives and behavior. And she is a yoga devotee, which has influenced her approach to translating complex challenges into a strong and clear flow of logic.

Jeffrey Craw
Jeff Craw
Director, Consumer Sciences
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Jeff Craw

Director, Consumer Sciences

Columbia University
PhD Psychology
University of California, Los Angeles
BA Psychology

Addressing problems is easy; solving them is the real challenge.

Jeff brings a decade of research and data analysis experience to Insight Strategy Group, spanning academia and the private sector. As a director in Consumer Sciences, he loves to tackle challenging projects, including segmentations, market sizing, audience profiling, and brand strategy. Despite having deep technical and statistical expertise, he is keen to communicate complex analyses and insights in clear and accessible ways to all audiences.

Jeff previously worked at Kelton as a manager in the Quantitative Research Department, where he honed his skills on a variety of methodologies, such as brand trackers, conjoint modeling, and market segmentations. While at Kelton he worked in an array of industries, including retail, travel, consumer goods, and digital.

In his spare time, Jeff enjoys running around Brooklyn and Manhattan, catching live tunes, watching hoops (college or NBA), and sharpening his culinary skills.

Justine Puglisi
Justine Puglisi
Director, Consumer Sciences
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Justine Puglisi

Director, Consumer Sciences

Baruch College
MS Statistics
Manhattan College
BS Marketing and Psychology

Keep it simple, stupid.

The best way to find out what consumers are thinking is by letting them tell you. Justine lets the data and analytics do the talking and extracts truths that consumers themselves may not have known. As a director on the Consumer Sciences team, Justine helps direct and shape all aspects of the analytics and quantitative research process. From understanding business problems to delivering catered analytics-based insights, strategies, and recommendations, she utilizes advanced statistical processes to craft custom business solutions.

She’s spent the bulk of her career at Young & Rubicam’s BAV Consulting group, where she’s held many roles ranging from junior analyst to vice president account director. Through the lens of their brand equity model, she identified business problems, developed research approaches, and provided insights grounded in advanced statistical analyses.

Justine is a huge fan of the New York Yankees and New York Jets. She loves running, The Office, and dogs.

Paige Thompson
Paige Thompson
Senior Director, Research & Strategy
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Paige Thompson

Senior Director, Research & Strategy

NYU
MA Social & Consumer Psychology
Western University
BS Physiology and Psychology

Since I was a kid, I've loved solving puzzles. I take an analytic approach to connecting the dots and illuminating the insights that are hiding in plain sight.

Paige is a versatile strategist who enjoys applying her love of solving puzzles to problem solving in her day-to-day work. As a director at Insight Strategy Group, she’s conducted domestic and international research with media, retail, consumer goods, and sports and leisure clients on a broad range of topics from brand strategy to product innovation. She’s conducted man-on-the-street intercepts with comedy superfans, ideated in-store experience transformation with grocery shoppers and identified positioning opportunities for retail brands.

Prior to Insight Strategy Group, Paige worked in brand strategy and market research. Off the clock, she can be found solving the New York Times crossword at Brooklyn Bridge Park, tapping her toes to live music at Rockwood Music Hall, or laughing away at the Comedy Cellar.

Tiffany Aguilar
Tiffany Aguilar
Senior Director, Insight Kids
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Tiffany Aguilar

Senior Director, Insight Kids

NYU Tisch School of the Arts
BFA Film and Television
Columbia University
MA Developmental Psychology

Youth today are an empowered audience. If they don't like what's being made, they'll make it themselves.

Tiffany is a developmental expert, creative strategist, and media buff. As a senior member of Insight Kids, she leverages her background in developmental psychology to help brands listen to the voices of kids and their families. At Insight Strategy Group, Tiffany combines this expertise with her other lifelong passion — media and entertainment. She has done extensive work across TV, OTT, film, and gaming on brand positioning, content development, and franchise strategy.

She previously worked as an educator in a progressive, passion-based high school and co-led a program to improve young people’s reading and writing through storytelling. At Scholastic Entertainment, she collaborated with writers, artists, and educational consultants to create programming for preschoolers to young adults.

Tiffany is an avid reader of young adult novels and loves to read and bake with her daughter.

We’d like to hear from you.