Who we are
We are passionate researchers and strategists striving for a fulfilling life that includes wellness, challenge, creativity, curiosity, balance, and expertise. Each of us has senior experience at some of the world's largest research agencies, strategic consultancies and ad agencies and came together as a tightly knit set of freelance researchers all contributing our own unique skillsets.
We are experts in brand strategy, GTM tactics, product development, willingness to pay, customer experience, benchmarking, market opportunity assessments, and more! Some of our former employers include Ipsos, Synovate, Heart & Mind, Hall & Partners, Northstar, Magnolia, GSD&M, and GLG. We can flex up and down as needed to support our growing set of clients. This allows us to bid projects at rates below the global agencies because of our low overhead while maximizing the representation of senior talent on your project team.
Trailhead was inspired by our time in nature and our collective love of travel and charting new courses. You can also find us supporting our communities through regular volunteer work. We celebrate when our clients shine and believe that small acts of kindness can make all the difference. We’re confident that when we are our highest selves, our clients reap the benefits.
Meet the Team
-
Tiffany Stryk
FOUNDER
A 20-year research veteran who has deep experience in market research with a focus on brand strategy, customer experience, and all things go-to market including messaging, willingness to pay, and product positioning. Tiffany loves bringing research to life with activation work that helps drive specific strategies and outcomes. She also loves consumer work for brands with unique value positioning and experiential aspirations.
-
Daniel Berrier
SENIOR PARTNER
Daniel has 19 years of market research experience across a broad range of industries, including public affairs, financial services, technology, travel and health care. He is a naturally curious and strategic thinker who seeks to understand the landscape for clients and provide actionable insights for decision-making. His career has focused on designing custom research programs for clients that marry thoughtful qualitative insights with rigorous quantitative studies.
-
Katie Plocheck
BRAND STRATEGIST + ANTHROPOLOGIST
Katie has 20 years of experience as a brand strategist with a focus on deeply understanding the human—their needs, desires, challenges—and connecting those to the desired business outcomes of her clients. She brings an anthropological lens to everything she does, examining cultural contexts, markets, trends and shifts and merging those with the lived reality of the core audience of focus.
-
Michelle Yakovac
CX EXPERT
Experienced business leader with successful 25+ year career working for both top corporate and supplier/consulting firms with focus on customer experience, customer satisfaction/loyalty and quality measurement, management and improvement.
-
Teena Tabor
DATA PROCESSING
Teena is a 25 year veteran and expert in data processing and tabular set-up. She has deep experience in global studies, tracking studies, and processing high logic surveys.
