Stacey takes a strategic approach to projects she leads, ensuring that empathy leads to insights, and insights lead to impact.

With a background in brand management and innovation, Stacey Castor embraces consumers insights as critical input for a business objective: e.g., marketing communication that resonates more deeply, branding that feels meaningful and inspiring and new products that uniquely address a meaningful consumer need.

Stacey has over 15 years of experience designing and moderating research, including home and in-situ ethnographies, journaling, co-creation workshops, focus groups, online IDIs and consumer panels. She loves uncovering insights (or developing new product or activation ideas) collaborating with clients, consumers and experts. She’s led projects across a wide range of industries including food & beverage, media, health & wellness, personal care and home goods, technology, automotive and beer & spirits. One of her most exciting projects was doing the foundational research and strategic thinking that led to the launch of a smart electronic toothbrush from Colgate and Apple.

Her easy-going personal style belies the ongoing internal mental gymnastics and creates a comfortable, energized space that often leads to consumers opening-up and revealing A LOT.

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Q & A

How do you elevate your thinking?

Seeking out cross-category inspiration. It opens my mind to new possibilities.

What 1 piece of advice would you give to someone looking to build empathy?

Try and understand the whole person – who they are, their history, passions and values, not just how they interact with a certain product or service.