Michele DeKinder-Smith
President & Founder
Linkage Research & ConsultingMichele is a market researcher by trade and a passionate, life-long learner and founded Linkage Research to deliver world-class and right-sized insights to companies of all sizes.
Three words to describe yourself.
Curious. Empathetic. Determined.
What do you enjoy most about working at Linkage?
That it’s something different every day. Most days I wake up wondering, “What new challenge will I be engaged with today?” Solving problems, finding creative approaches, discerning the right balance between data vs informed gut instinct when making decisions – these all feed my curiosity and quest for knowledge.
What do you enjoy most about working in the natural products industry?
High-energy, passionate people! Our clients are smart, passionate people asking hard questions to fuel business growth. Consumers we interview are more vocal and passionate than ever about ingredients, benefits, and how products are made. It’s a privilege, through research, to help build a bridge between passionate clients and passionate consumers.
Last book you read.
I am an insatiable reader! My latest is Book Scavenger by Jennifer Chambliss Bertman. A book about hidden clues in books and two pre-teen friends who seek to solve them. Pure fun and escapism.
Carrie Schaefer
Vice President Strategy & Marketing
Linkage Research & ConsultingCarrie leads strategy and marketing for Linkage Research, working with clients to identify insights and strategies to fuel their growth.
Three words to describe yourself.
Curious. Motivated. Pragmatic.
What do you enjoy most about working at Linkage?
The opportunity to help emerging clients identify meaningful consumer-based insights and strategies to drive their growth. I love digging in with clients to learn while applying industry experience to deliver pragmatic, actionable solutions.
An innovation you saw recently that made you say “wow”.
Innovations that introduce new solutions to consumer needs or problems “wow” me. I recently was served up a digital ad for Ruggable which is a new innovation in rugs of all things! The rugs have a designer look and feel like a traditional rug with a cover that can be removed, washed, and put back on. As a mother of young children I am constantly throwing out rugs that have been ruined by stains and buying new ones. Ruggable has provided a practical solution for a problem and I bought one on the spot!
Last book you read.
Most of my reading is done with my kids right now and we’re working through the “Magic Tree House” series which is a great series of fiction books that take you back to historical moments in time. It’s a great way to engage with my children and learn about history together in an informative and entertaining way!
Bonnie Schroeder
Lead Qualitative Expert
Linkage Research & ConsultingBonnie has over 25 years of experience as a qualitative researcher and has helped hundreds of clients uncover rich insights to make a meaningful difference for their brands
Three words to describe yourself.
Inquisitive. Authentic. Approachable.
What do you enjoy most about working in the natural products industry?
Having been in the insights & innovation industry for 25 years, I’ve worked on many categories that didn’t have a positive impact on society. Natural products, however, is a category I’m proud to work on because it truly offers a benefit to user’s health & well-being that can last beyond a single use while simultaneously making the world a better place.
An innovation you saw recently that made you say “wow”.
I recently read about a Birthday Cake/Confetti Cool Whip & thought I might have died and gone to heaven! Kraft/Heinz has always been an innovation trailblazer and they work hard to use insights to drive meaningful innovation. This one feels like a brilliant combination of astute listening (I want a low calorie treat) and attainable innovation (subtle changes which creates excitement).
What do you enjoy doing when you’re not working?
I am an avid golfer. When I’m not working, there’s no place I’d rather be than on a golf course.
Caroline Henshaw
Research Associate
Linkage Research & ConsultingCaroline is a recent graduate of DePaul University where she studied Digital Marketing and Psychological Research Methods. She works closely with our team on research projects and identifying the latest trends.
Three words to describe yourself.
Curious. Diligent. Kind.
What do you enjoy most about working at Linkage?
What I enjoy most about working at Linkage is being a part of a really great team. Everyone is so hardworking, encouraging and kind. Linkage has an amazing work environment that fosters creativity, and working here means you are part of a team that supports you.
What is your go-to resource for industry news?
My go-to resource for industry news is Trendhunter.com. I think Trendhunter is a really great place to find upcoming trends in consumer products and consumer behavior. I like to check Trendhunter regularly to make sure I am aware of current and future consumer trends.
Share a fun fact about yourself.
I studied abroad in Australia for six months. I lived in Melbourne, but I traveled to Sydney, Cairns, Perth, Tasmania and New Zealand. Highlights of my trip included snorkeling in the Great Barrier Reef, climbing the Sydney Harbor Bridge, swimming with wild dolphins and holding a koala.
Jaime North
Graphic Designer
Linkage Research & ConsultingJaime is a graduate of Ohio University where she earned her Bachelors of Fine Arts in Graphic Design with a Marketing minor. Jaime leverages her creative design capabilities to bring Linkage’s insights, messaging, and reports to life through visual communication.
Three words to describe yourself.
Creative. Optimistic. Friendly.
Share a fun fact about yourself.
I really like collecting and learning about plants! I currently have 24 houseplants and succulents, and my favorite two at the moment are my Fiddle Leaf Fig and Rubber Tree plants!
What do you enjoy doing when you’re not working?
I enjoy hanging out with family and friends and going shopping for home decor items.
Cindy Nelson
Lead Quantitative Researcher
Linkage Research & ConsultingCindy has 25+ years of experience uncovering insights, leading research and guiding strategy. She has a passion for the consumer and loves to apply her creativity and experience to take on new research challenges. She has worked across a broad range of industries and categories, including beauty care and consumer durables, and is a valued business partner to her clients and colleagues.
Three words to describe yourself.
Curious. Trustworthy. Problem-Solver.
What do you enjoy most about working at Linkage?
I really love the interesting companies and brands, and the energy and passion of the people at Linkage.
Last book you read?
Becoming by Michelle Obama.
What do you enjoy doing when you’re not working?
Driving my kids everywhere and binge-watching Netflix/Amazon shows.
Carl Jorgensen
Natural Products Industry Advisor
Linkage Research & ConsultingCarl is a sought-after thought leader on free from, organic, and clean label and leads the Free From Forum which is Linkage’s specialty practice focus on the natural products industry.
Three words to describe yourself.
Idealistic, optimistic, undaunted.
What is your go-to resource for industry news?
That’s a tough one. If I had to name just one, it would be Food Navigator USA.
An innovation you saw recently that made you say “wow”.
Dropps pre-measured laundry detergent and dishwasher pods. They are completely plastic-free, in individual packets that dissolve with use. The products are home-delivered in re-pulpable and compostable cartons. You use one pod per load, in dishwashers and front loading and top loading washing machines. The detergent formulas are plant-based, chlorine-free, and biodegradable. They are half the price of major brands. The innovation is in making planet-friendly even more convenient and cost-effective than conventional.
Share a fun fact about yourself.
I speak Italian! I studied it in college in preparation for study abroad, and then used it for many years in the Italian organic import business.
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2019