Kelley Styring

Kelley Styring (born February 3, 1962) is an American consumer strategist, consumer insight expert, business writer, author and business speaker. She is founder and principal of InsightFarm, a consumer strategy and market research consultancy she established in Newberg, Ore. in 2003.

Background According to her biography, Kelley Styring grew up in Florida, where she says she developed her insatiable curiosity and passion for innovation during her Florida childhood, inspired by the people and events that occurred where her dad worked - NASA’s John F. Kennedy Space Center. She graduated from University of the Arts (Philadelphia) in 1984. Styring then worked as an industrial designer for Black & Decker kitchen appliances and NASA, working on the design of the Space Shuttle Communications Center at the Johnson Space Center. In 1991 she earned an MBA from the University of South Carolina.

From 1992 to 1997, Styring worked for Procter & Gamble, where she helped create the Premium Line of Pampers, helped introduce body washes to the U.S. market and helped the company acquire the Baby Fresh wipes brand. In 1997 she joined Frito-Lay (part of PepsiCo) where she helped introduce the world to WOW! Olestra-based snack chips, managed market research for the company’s $8 billion snack product portfolio, and served as Director of Consumer Strategy and Insights from 2001 to 2003.

InsightFarm In 2003, Styring left corporate life and relocated to Newberg, Oregon, where she and her husband Steve started a winery, Styring Vineyards. She founded InsightFarm, a consumer strategy and market research consultancy dedicated to driving business growth through consumer insight.

InsightFarm Innovation HotHouse In March 2009, Styring’s InsightFarm partnered with C&R Research to create the InsightFarm Innovation HotHouse. It is a proprietary system which measures the awareness of new products in the marketplace. It also measures a new product against key success criteria and diagnoses how they can be more powerfully presented to market.

Books Styring is the author of:

In Your Purse: Archaeology of the American Handbag (2007). Styring conducted the first qualitative and quantitative research study on women’s handbags. She analyzed the contents 100 American women’s purses and “discovered some valuable marketing and innovation opportunities for makers of everything from candy to cell phones to cosmetics.” Styring and In Your Purse have been the subject of articles by Advertising Age , Brandweek , Fortune and Reuters . (ISBN 978-1-4343-1706-3)