Nancy Baum

Experience

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  North Carolina State University

  May 2006 - Jul 2006

  Field School Student

  Attended a summer ethnographic field school directed by Dr. Tim Wallace. The field school took place in Lake Atitlan, Guatemala for two months. Activities included attending biweekly lectures, practicing ethnographic methods, and conducting independent research projects. Research paper was presented at the 2007 SfAA conference.

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  University of North Texas

  Aug 2009 - May 2011

  • Served as an assistant to professors by proctoring and grading quizzes and exams• Assisted students by answering any questions or concerns about class material and offering constructive criticism on writing assignments • Conducted lectures when requested Assisted in design, implementation and evaluation of a health promotion program. Project activities included:• Assessing adolescents’ food attitudes and behaviors• Designing and implementing an afterschool program for youth at-risk for chronic nutrition-related diseases.• Evaluating program to assess its appropriateness and effectiveness in increasing youth’s self-esteem and motivating them to eat healthier foods and increase physical activity.

  • Instructional Assistant

    Aug 2009 - May 2011

  • Research Assistant

    Aug 2009 - Apr 2010
• 

  SmartRevenue

  May 2010 - Jun 2014

  • Conduct research to identify consumer needs, attitudes and perceptions of products and services, understand their path to purchase and understand where the purchase decision is made in order to provide actionable insights and creative solutions for manufacturers and retailers.• Worked as part of a team on 30+ projects.• Conducted ethnographic observations and hundreds of in-store intercept surveys with consumers. • Conducted contextual inquiry with more than 80 consumers via home interviews and store shopalongs.• Analyzed qualitative data to identify patterns and themes and assisted team in creating deliverables for client. Show less

  • Analyst, Qualitative Lead

    Aug 2011 - Jun 2014

  • Ethnographer

    May 2010 - Jun 2014
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  University of North Texas

  Sept 2012 - Nov 2013

  Research Scientist I

  • Awarded $113,000 grant from the North Texas Food Bank to conduct a 12-month research project.• Provided overall management and daily operations of project including defining research objectives, managing logistics, recruiting participants, executing all technical research activities, overseeing graduate research assistants and leading publication activities.• Conducted 90 semi-structured interviews and 4 focus groups. Methods included concept mapping and GIS mapping.• Goal of the project was to provide insight that will assist NTFB in providing effective and appropriate outreach and interventions. Show less

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  LG Electronics

  Jun 2014 - Sept 2015

  Consumer Insights Analyst

  Research Collaboration and Moderation with External Vendors• Create recruitment screeners based on criteria from planning manager• Create consumer and moderator protocols• Moderate focus groups, CLTs, and usability tests• Assist in data tabulation and generate research reports based on conducted studies• Participate in innovation sessions and concept developmentConsumer Insight Development• Monitor and summarize trend of HA industry via VOC (Voice of Consumer) and Macro-trend reports• Understand US consumer behavior via qualitative and quantitative ethnographic research• Provide full support on field test research, which includes spearheading in-depth qualitative research projects• Collaboration on UI/UX (User Interface and User Experience) insight development and improvement Show less

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  Verve

  Sept 2015 - May 2017

  Qualitative Research Manager

  • Utilize multiple research techniques from design to analysis (examples include ethnography, shopalongs, IDIs, TDIs, online focus groups, digital communities)• Design custom screeners, questionnaires and complex discussion guides that meet project objectives in the most efficient and effective way• Moderate digital communities, online focus groups, TDIs and IDIs• Provide support on quantitative research projects (questionnaire design, QA, project management, analysis plan, report writing)• Manage qualitative research recruitment and participant selection• Efficiently manages resources on multiple projects and delegate project work • Plan and lead on reports - facilitate and lead sessions for internal analysis sessions and collaborate on an engaging, informative, influential and relevant final deliverable to clients• Effectively adapt presentation style and content to different audiences and moderate senior audiences for workshops, presentations and analysis sessions• Overall responsibility for keeping the project on schedule, mitigating risks as they happen• Conduct deep-dive custom analysis that compliments core reporting needs• Ensure availability for my clients (even outside of working hours when needed); following up and responding promptly to requests Show less

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  C+R Research

  Jun 2017 - now

  • Vice President of Qualitative Research

    Jul 2022 - now

  • Senior Research Director, Qualitative

    Apr 2019 - Jul 2022

  • Qualitative Research Director

    Jun 2017 - Apr 2019