Ana Roman


Ana has spent her career in consulting, developing a genuine enthusiasm for identifying the deep-seated needs, motivations, and moments of meaning in a customer’s journey. She’s passionate about harnessing these insights to tackle complex client problems and develop transformative solutions that better serve customer needs.

Ana’s expertise lies in uncovering data-driven insights and translating them into disruptive strategies rooted in a rich and empathetic understanding of the consumer. Her work has enabled industry-leading B2B and B2C brands successfully venture into new categories, navigating evolving consumer demands and market dynamics.

Be it re-positioning legacy brands that have lost relevance to reclaim their industry-leading position, or developing product offerings that disrupt their industries, Ana has worked on a wide variety of innovation and brand strategy initiatives.

Ana’s work has enabled industry-leading B2B and B2C brands as well as emerging tech players to successfully venture into new categories, navigate evolving consumer demands and market dynamics, achieve sustainable growth, and gain a competitive edge.

Ana is proud to have worked with a diverse set of clients across a wide range of industries, including F&B, financial services, CPG, EdTech, aquaculture, and many more. She is also a fluent Spanish speaker and holds a B.A. from Colgate University.

Outside of the office, you can find Ana at the local pottery studio or enjoying the natural landscapes of the Pacific Northwest where she currently resides.

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Ana Roman

Challenges taken on recently

  • Bringing the voice of the consumer into Design Thinking workshops to help a leading plant-based beverage brand develop growth strategy initiatives.
  • Creating an instructor segmentation and bringing these personas to life to help a leading EdTech company develop short and long-term innovations rooted in user needs.
  • Helping a long-standing alcohol brand expand into new categories amidst changing consumer demands and new market entrants disrupting the space.

Likes to talk about

  • Consumer insights and behaviors
  • Airline loyalty
  • Why everyone should try their hand at pottery

Is reading or listening to

  • The latest episode of "This American Life"
  • The Collected Stories of Lydia Davis
  • Everything by David Sedaris