About Idea Exchange“I am one of those lucky people who have found a job that I love. Each project is a new adventure. Each respondent has something valuable to share. My goal is to find the best way to uncover or discover the insights my clients need to move forward.”

Background / Resume

Consulting Experience

Principal, Idea Exchange, Inc.
Group and individual depth-interviewing; idea generation; meeting facilitation; team building; creativity training.

Support, Moderator-in-Training, Vice President, Sun Research Corporation
Promoted steadily to Vice President conducting research projects and managing the office.

Creative Education Foundation (CEF)

Leader/Trainer, The Creative Problem Solving Institute (CPSI)
Training diverse groups in the Osborn-Parnes method of creative problem solving; team building; leadership styles

2008:  Winner of the Distinguished Leader Award

2003:  Program Team Member

2000 Recipient of Five-Year Leadership Colleague Award

RIVA Training Institute

Trainer and Senior Trainer, RIVA Training Institute
(Qualitative market research/moderator training)
Train novice and experienced moderators in the art and science of moderating

Creator of Qualitative Toolbox Course
Developed course with two co-trainers for training moderators in alternative interviewing techniques


Member and Presenter, QRCA
(Qualitative Research Consultants Association)
Presented at numerous conferences on topics ranging from creativity for moderators to the creation and use of projective techniques

Co-Chair of the 2000 Annual Conference

Educational/Training Background

Gettysburg College:
BA degree

Creative Education Foundation:
Leadership Development Training

High Five:
Team Building Activities Workshop

Learning Connect Training (qualitative research model)

On-Line Qualitative Research Course

Project Adventure:
Train the Trainer in Adventure-Based Team Building

International Alliance for Learning:
Everything New to Know About Learning Conference

My qualitative experience has been utilized to meet a wide variety of research needs, including but not limited to:

  • Category needs assessment
  • Advertising development
  • Attitude/behavior exploration
  • Communications check
  • Imagery/brand exploration
  • Naming strategies
  • Positioning development
  • Website development
  • New product development
  • Usability studies
  • Packaging design development


See more details in the various sections:

  • Qualitative Research
  • On-Site or Ethnographic
  • Ideation
  • Custom Training Courses in Creativity, Team Building

"Siri is so delightful. Her soothing, highly personable demeanor enable consumers to really open up to her. Her insights are always brilliantly deconstructed into some of the best reports in the business!"

Cheryl Swanson
Principal, Toniq