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Author: Michelle Fenstermaker

Michelle Fenstermaker is Strategy Director, North America at FITCH, a global design consultancy. Michelle leads a team of researchers and strategists who develop, implement, and analyze primary research that can be used to inform branding, positioning, retail, and customer experience innovations. She is skilled at a variety of qualitative research methods with one of her key strengths is converting consumer and shopper insights into a strategic framework that informs design. With over 20 years of experience in retail insights and strategic planning, Michelle was named to Path to Purchase Institute’s list of Faculty Members in 2013 and included in the Who’s Who of Shopper Marketing in 2012, 2013, and 2014. Previously, Michelle spent 13 years at FITCH, before acting as principal at her own firm Research by Design and then Executive Director of Strategy and Insights at WD Partners. Her broad industry experience includes consumer packaged goods, retail and foodservice brands such as P&G, Starbucks, Victoria’s Secret, ConAgra Foods, Ford, Barnes & Noble, VF Corporation, PepsiCo, and Enterprise.