[ Research Insights & Strategy ]
Karla Kirtland leads KJK’s research insights services, bringing over 20 years of experience to assist client-side brands and research agencies across various research engagements. She firmly believes that understanding the voice of the customer can help businesses make better informed decisions.
Karla has successfully helped clients by utilising research in a number of interesting ways. This includes meeting and/or exceeding acquisition goals by optimizing the product construct (features, benefits, price) through choice-based research, improving targeted marketing strategies through qualitative research to develop a deeper understanding of customers and subsequent communications testing to evaluate/optimize effectiveness of marketing, and monitoring the health of brands and diagnosing causes for changes via tracking research and analysis.
“Listening is hearing the needs of the customer, understanding those needs and making sure the company recognises the opportunity they present.”
Frank Eliason
Translating essential business questions into clear research objectives
Designing and implementing tailored research approaches with flawless execution
Delivering actionable insights that help clients shape key marketing, product and communication strategies
I strive to help clients make informed decisions by following 3 key principles:
SERVICES
[ BRANDS ]
Client-side Consultancy
I lead the entire research process, end to end. At the outset, I work with client teams to identify the essential business question(s) in order to design and develop an appropriate research plan. Following this critical step, I manage all aspects of project execution – leading the proposal and RFP process, managing research partners, monitoring fieldwork, conducting analyses, developing report and presentation. Ultimately, my objective is to effectively communicate the main insights and translate them into practical strategies and recommendations for the business.
My services are flexible and are often tailored to a client's needs, whether it's for a single project or an extended period, including leave coverage and ongoing management of tracking studies. Moreover, I can customize my role and working style to meet your specific requirements. For instance, the degree of communication and collaboration during the engagement, the role I play with internal colleagues/clients, and the phases or aspects of an engagement where you require support.
[ AGENCIES ]
Research Agency Consultancy
Leveraging my deep experience on the client-side, I lead research engagements for agencies. Serving as the primary point of contact with the client, I oversee and provide input on research design, questionnaire development, sampling approach, and reporting. I can also work closely with the agency's team of junior researchers to ensure smooth project execution, while maintaining clear communication with the client throughout the process.
All engagements are tailored to each client’s specific needs, whether it's a one-time project or a long-term retainer. Similarly, I can also adapt my role and working style based on your needs (for example, the level of communication/collaboration throughout the engagement, the role I play with key clients, the phases or aspects of an engagement where you need support).
Scope of Expertise
Qualitative and Quantitative research methodologies, including but not limited to:
Tracking Research (Brand Health, NPS, etc.)
Ad/Communications Testing
Concept Development and Testing
Product Positioning
Conjoint/Discrete Choice Based Research
Attitudinal and Behavioral Studies
Focus Groups/In-depth Interviews, Exploratory, Ethnography, etc.
Segmentation
Consumers
Business owners
Credit card owners
Merchants
Affluent population
High net worth and high spending individuals
Diverse target audiences
PEOPLE
Karla Kirtland
Karla is a highly experienced market research and insights professional with over 20 years of industry experience. Karla has a passion for elevating the voice of the customer to aid in business decisions.
Her expertise in both qualitative and quantitative research, coupled with her ability to seamlessly collaborate with marketing partners and third-party research agencies, makes her a highly successful and sought-after insights consultant.
With the majority of her career spent at American Express, Karla has extensive experience managing ad hoc and tracking research initiatives across a range of business units, including B2C, B2B, and merchant. In her role as a consultant, Karla takes the lead in translating essential business questions into tailored research approaches, ensuring the highest possible standards, and consistently delivering insightful and actionable results.
Karla is well-versed in various research methodologies and has significant experience conducting research among multiple segments. Her approach is centered on providing key insights that drive strategic and tactical decisions, making her a valuable asset to every research team she collaborates with.
Karla holds an MBA from the University of Rochester, Simon School of Business. In her free time, Karla enjoys exploring local and international destinations, and she has a passion for good food and fine wine. She takes great pleasure in preparing meals for her family and receiving compliments from her two sons, Jack and Will, who love mommy's cooking!
VALUES
They embody what I stand for and guide my approach to all engagements to ensure a successful partnership and outcome for all.
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Partnership
I believe in building trusted and collaborative relationships with clients based on dependability, commitment, and consistency. As an extension of their team, I strive to understand their needs and adapt my involvement accordingly.
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Integrity
I operate with the utmost respect, honesty and impartiality. As a research professional, I provide open and honest insights based on data and facts, ensuring objectivity and accuracy throughout the research process.
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Communication
Clear communication is crucial to me, and I work to understand each client's preferred communication style and frequency to keep everyone informed and involved in key decisions.
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Discipline
I recognize that discipline is essential for successful research outcomes. I provide rigor in every aspect of the research, from the sampling plan to questionnaire design and reporting. Additionally, I have strong organizational skills to stay on track with project milestones.
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Flexibility
As a consultant, I am committed to quickly learning the business and stakeholders' needs to develop the most appropriate research plan. I pride myself on my ability to pivot and adapt to changing conditions, ensuring that the research stays on track and achieves its objectives.
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Accountability
I take full ownership of every research project from start to finish, ensuring that it meets the client's expectations and achieves its objectives. I hold myself accountable for delivering high-quality work on time and within budget, and I am always looking for ways to improve processes and outcomes.
