Jenna M.

Consumer insights leader specializing in market research, qualitative research, and quantitative research, including focus groups, in-depth interviews (IDIs), online communities, and survey design with Qualtrics expertise. I advise brands on high-stakes decisions by translating real consumer behavior into clear, actionable insights that drive growth, strengthen positioning, and reduce innovation risk. I’m often brought in when the stakes are high and the answer isn’t obvious. I’m the Founder and Principal Researcher at McFarland Insights & Innovation. I partner with senior leaders across insights, marketing, and innovation to uncover what drives choice and identify opportunity spaces through a blend of qualitative methods (focus groups, IDIs) and quantitative research (consumer surveys, segmentation, data analysis). I selectively take on projects here while leading a broader independent consulting practice. My work goes beyond reporting what happened, I focus on what it means for the business and what to do next. Core Expertise - End-to-end market research and consumer insights strategy and execution - Qualitative research: focus groups, IDIs, online communities - Quantitative research: survey design, survey programming, analysis - Segmentation, concept testing, and innovation strategy - Insight storytelling and executive-ready reporting that drives decisions Industry Focus & Impact - Experience across Food & Beverage (CPG, QSR), consumer goods, and retail. - Led multi-market consumer research initiatives (US + Canada) that informed product innovation, premium positioning, and go-to-market strategy, with a focus on identifying the drivers of consumer choice and growth. How I Work - Strategic, efficient, and collaborative. I bring structure to ambiguity and ensure every engagement delivers clear direction, aligned stakeholders, and confident decision-making.