Know your customers as they are today.
We turn custom research into AI-powered intelligence systems to help teams make confident product, positioning, and growth decisions grounded in evolving customer needs.
We help organizations uncover where assumptions, operations, and customer reality fall out of alignment, then build research and AI-powered intelligence systems that help teams identify friction earlier, align faster, and improve customer outcomes at scale.
We work at the level your business needs right now.
A phased model for teams, time-bounded and tied directly to the decisions you're already making.
What do you actually know about your customers?
We synthesize fragmented customer signals, behaviors, and feedback to identify where customer reality and business assumptions diverge.
With 15+ years of experience across research, strategy, and analytics, I help businesses unlock growth by building customer-led products and sharper market positioning. My background spans B2B technology, financial services, shopping and education, with experience at Meta, Block, Quantcast, Teach For America, KPMG, and Omnicom Group.
My expertise lies in identifying moments of misalignment — when organizations believe they are delivering value, but customers experience something different. Those gaps often show up as stalled growth, weak adoption, unclear messaging, or offerings that don't quite land.
I help teams close that gap by translating customer understanding into decisions that marketing can communicate, product can prioritize, design can shape, and leadership can confidently support.
I worked with Ashfia on the product team at Cash App and Afterpay. Her foundational generative research on our Borrow product set the team up for success and made it so easy to ramp into the product space.
When Ashfia started research on Afterpay, she worked closely with me and the Product team to understand the market and our customers deeply. She took initiative to build a holistic understanding and convey it to the team in an interactive way that was easy to understand. Ashfia is an expert in all research methodology, but excels in deep generative research that helps unlock core problems to drive business strategy.
As a collaborator, Ashfia truly embedded herself in the team. Members of the team leaned on her for customer insights but also for Product strategy. She does a great job of bringing people into her work in a way that helps them internalize it.
Anyone would be so lucky to work with Ashfia.