Katie Sacksteder
led by Katie Sacksteder…
Founded in 2015 with a focus on insight-rich qualitative and ethnographic research
Extensive project experience across categories, brands, and consumer segments (teens, young adults, and parents)
Custom-designed programs to reveal consumer attitudes and motivations, and to explain what it all actually means for your business
= qualitative in context
Extensive Category Experience
cpg
Hershey’s, Kraft, Pepperidge Farm, Tazo, Pepsi, ACCO Brands/Mead, Dr. Pepper/Snapple, Nestle/Purina, J.M. Smucker Co. (Folgers, Uncrustables, Pet)
sports
Adidas Golf, Honma
financial
CBA
retail
Target, Walmart, Home Depot, Walgreens, PetSmart, Office Supplies Retailer
fashion
American Eagle, JCPenney, True Religion, Merrell, Fruit of the Loom
education
Iowa State University, Wake Forest University
dining
Darden (Red Lobster, Olive Garden)
travel
Chicago-based domestic airline
HEALTH & BEAUTY
J&J/Neutrogena, Burt’s Bees
MEDIA & TECH
Oxygen, Akoo, EA, Zynga, U.S. Cellular, Microsoft, DQC
social issues
FDA/Teen Smoking, CDC/Teen Dating, IDPH/Teen Rx Drug Abuse
research experience
With over 20 years of consumer marketing experience on both the agency and client sides, Katie is passionate about uncovering meaningful insights to understand the hearts and minds of consumers and developing strategies for brands to connect and engage with them.
Before starting Qic in 2015, Katie was a Vice President at Kantar, TRU/The Futures Company. She is a highly trained moderator and an expert in generational insights and qualitative methodologies, having been responsible for developing and leading custom consulting and research projects for major companies across categories.
Most weeks, you can find her in the field, talking to consumers about anything and everything – from fashion to tech, school supplies to airlines, snacks, media, teen social issues, and everything in between. Her experience includes leading all stages and methodologies of qualitative research, from research design through moderating, reporting and presenting, including extensive innovation and concept development experience for advertising, product positioning, and innovation for top CPG brands, including Hershey’s, Kraft, JMSmuckers/Uncrustables, Folgers, Goldfish, Purina, Darden, and more.
Katie holds an MBA in Marketing and Operations Management from DePaul University and a BA from the University of Virginia.
Before Starting Qic…
Vice President, Research Director
AGENCY-SIDE EXPERIENCE:
Account Leadership & Strategy
Client-SIDE EXPERIENCE:
Brand Management, Product Marketing
Youth Specialty
With over a dozen years of experience focused on young people, we have tremendous insight into how both lifestage and generational cohort influences attitudes, values, and behaviors across generations – Millennials, Gen Z and Gen Alpha.
Let us help you get to know the stories of the next generation of young consumers by building a program to uncover in-depth understanding of who they are, what they’re into, what’s important to them, how to engage them, and what’s shaping who they’ll be as people, consumers, and shoppers.
Our experience with young people also means we have a lot of experience with parents.
Much of our work includes understanding the real perspective of both sides – of parents or other gatekeepers, as well as youth – and whether those views align.
