About Us

Arwen Kimmell, PhD

  • 13 years of leading strategic insights for both large and emerging Purpose Driven and Natural & Organic brands including Newman’s Own, Kashi, Bear Naked and Pure Organic

  • Expertise in innovation, consumer and shopper segmentation and target identification, brand strategy, brand equity and foundations, brand communication, facilitation, trend tracking

  • Skilled with a broad range of research approaches including quantitative, qualitative, ethnography, jobs to be done, and behavioral economics

  • Experience supporting both M&A diligence and integration

  • PhD in Cultural Anthropology; MA in Linguistics

    Thesis: Consuming Sustainable Coffee and Chocolate in Seattle

  • Certifications: Behavioral Economics, Facilitating Diverse Teams, User Experience Research, Design Thinking

With 20+ years of experience in the wellness industry including retail, research and client-side brand strategy and insights, Arwen brings a wealth of knowledge and experience to answering your business questions

Jodie Howard

Currently serving as Sr. Director of Strategy & Insights at Insomnia Insights, Jodie partners with entrepreneurial brands to deliver tailored, actionable consumer insights on a fractional basis. Her expertise lies in guiding teams through custom research, strategic trend analysis, and collaborative ideation — all designed to unlock meaningful growth opportunities.

  • 15+ years of experience across brands including Kellogg, Kashi, Tom’s of Maine, Colgate, and Weleda NA

  • Expert in innovation pipeline development, concept testing, and insight-led strategy

  • Skilled in qualitative and quantitative research methods, agile testing, and trend tracking tools including Mintel, Trendscope, SPINS, and Black Swan

  • Proven success in cross-functional collaboration, packaging innovation, digital content strategy, and brand equity development

  • Passionate about purpose-led brands and helping them scale with integrity and consumer connection

With over 15 years of experience in consumer insights, innovation, and brand strategy across leading CPG and wellness brands, Jodie brings a sharp analytical lens and creative energy to helping emerging and purpose-driven companies grow.

We have a fantastic network of partners we leverage for cross functional knowledge, research execution, bringing the right experts together at the right times.

Partner Network