Performance Beauty Group’s Post

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We are so excited to welcome Chelsea Shields, PhD to the PBG team as our new Sr. Director of Consumer Research & Insights. Dr. Chelsea Shields has dual-PhD's from Boston University in biological and cultural anthropology where she was classically trained in qualitative and field research methodologies. She uses this background to help brands better understand their consumers, by getting into the actual closets, cabinets, and make-up bags of customers. Her enduring philosophy is to "always ask the end-customer" from discovery research to strategic decision support to concept validation testing, repeated customer insight is the most important part of any new product launch, campaign, or brand shift. Shields has worked as a professor of anthropology at Boston University, Towson University, and Utah Valley University. She has also worked as a consumer research expert for large design and strategy agencies in LA, NY, and SLC. Since 2015, Dr. Shields has run her own qualitative research and performance branding company, called Brandhthropologie Agency. Dr. Shields is a TED Fellow, 4x TED Speaker, and TED speaking coach and enjoys teaching leaders how to curate their non-verbal body-language and micro-signals to their advantage. Welcome to the PBG team Dr. Shields!! #welcometotheteam #performancebeautygroup #beautyindustry #consumerresearch #anthropology

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