Packaging enthusiast. Consumer expert. Master of qualitative research.
For over 16 years, Kate Wagenlander Watson has been a qualitative research consultant to a wide range of Fortune 500 companies and over 100 brands. She brings energy, empathy, understanding, flexibility, a keen ear, and creativity to the qualitative experience, which allows both the clients and respondents to fully engage in the process.

She started in the world of qualitative research in 1999 at Perception Research Services, a full service research firm based in Teaneck, New Jersey. Her passion for people and understanding their perspectives and motivations helped her grow professionally and led her to start her own qualitative consultancy in July of 2006.

Since the conception of KCW Global Research in 2006, Kate has worked with a diverse array of clients on issues such as:

  • Creating or refreshing existing packaging graphics or structures
  • Understanding their category and whitespace opportunities
  • New product launches
  • Optimizing TV and print advertising
  • Website usability

In October of 2013 Kate started capturing many of her thoughts about packaging, travel, an occasional fish picture or two, and whatever strikes her fancy in her blog, “the life and love of kcw global research.” As well, she became an active member of the twittisphere: @kcwglobal.

In her free time Kate thoroughly enjoys fly fishing and traveling the world as well as around the corner. Kate’s passions for fishing and travel can only be outdone by her love of connecting with others, be they an excited brown trout, someone in the checkout line, or someone in a small town outside of Timbuktu.

In January of 2015 she joined the Board of Trustees for Casting for Recovery, a non-profit organization offering support and educational retreats for women with breast cancer that she has been involved with since 2007 as a hospitality helper at retreats and a volunteer at alumnae retreats.

She is an active member of the Qualitative Research Consultants Association (QRCA) holding a wide range of positions since 2001 and a RIVA graduate. She earned her B.A. in Marketing from Miami University in Oxford, Ohio.

Kate’s Fun Facts
  • While Kate LOVES to fly fish, she does not eat anything that swims!
  • Her love of new products and packaging has led to no one wanting to go grocery shopping with her – – as she is often scanning packages and doing quick interviews with unsuspecting shoppers in any aisle.
  • Kate tried 41 different offerings at the 2010 Minnesota state fair. They say the body takes 7 years to regenerate, she plans to wait at least 12 before putting her body through that volume of fried deliciousness frequently served on a stick!
  • When Kate was little her plan was to balance her careers as a lawyer and psychologist during the day and an actress at night/weekends. Net: success! – a qualitative research consultant she is!