I see myself as a listener, observer and storyteller. In college and graduate school I studied ethnography, sociology and journalism. I have a passion for understanding and representing the consumer experience using qualitative, interpretive and ethnographic research methods – both traditional and digital.

In my role as a qualitative market researcher at SmartRevenue, I design and conduct custom research solutions for clients across a variety of categories including CPG, retail, technology, automotive, entertainment, pet, beauty, health care, restaurant, food, beverage and B2B.

I have experience with a variety of market research approaches, including brand positioning, segmentation, product, copy and package testing, longitudinal tracking and path to purchase. Research methods I have experience with include in-depth interviews, in-store and street intercepts, participant observation, focus groups, user experience, online diaries, in-person and online surveys, mystery shopping, and documentary photography and videography.

I have a passion for learning and growing as a researcher and tackle each day with energy and a positive attitude.

Work History

Work History
2012 - Present

Qualitative Market Researcher, Research Manager and Analyst [Consultant]


Design and conduct qualitative and ethnographic research using a range of methods, including ethnography, in-depth interviewing, shop-alongs, diaries, and in-store intercepts.

  • Write, design and edit research reports that make sense of data and provide actionable insights for clients.
  • Write recruitment screeners, discussion guides, and project plans.
  • Code and analyze qualitative data including written transcripts, diaries, videos, photographs and field notes.
  • Train and manage teams of field researchers and analysts.
  • Manage participant recruitment on qualitative projects
  • Clients include: Samsung, Pepsico, Purina, Nestle, EJ Gallo, Del Monte, Campbell's Soup, ,  Mission Foods, Bigelow Tea, Hershey's, Pfizer, Kohl's, Safeway, Sam's Club, Staples, Ahold , Hanes, Galderma and Aveda
2011 - Present

Market Research Ethnographer, Moderator and Field Researcher [Consultant]


Conduct in-home, in-store and online qualitative research to help clients understand shoppers’ perceptions, beliefs, decision-making processes, and behaviors. 

  • Conduct in-depth interviews, shop-alongs, intercepts and observational research.
  • Typically work on complex, high-profile and client-facing projects.
  • Photograph and shoot video to document consumers' experiences.
  • Dozens of projects completed for clients in health care, pharmaceutical, CPGs, technology, retail, apparel, food, beverage and B2B.
2003 - 2004

Survey Researcher

Coalition for Science Literacy

The Coalition for Science Literacy works is a research center for advancing science, technology, and mathematics learning opportunities for K-12 educators and students.Conducted in-person and telephone surveys with science teachers in Florida public schools.

2001 - 2002

English Language Teacher

InLingua Language School

Taught English as a Second Language (ESL) classes for private language school in Bangkok, Thailand. Corporate clients included Arthur Anderson, KPMG, and Hewlitt-Packard.

1999 - 2001

Project Manager and Information Architect

Cyberplex (now Spring Studio)

As a Project Manager:
Managed internal production staff at user experience focused web design firm. Responsible for requirements gathering, project set-up, scheduling, project execution, and quality assurance. Worked with client services, programming, user experience, visual design, web development and content production staff to deliver user-focused online products on schedule and within budget.

As an Information Architect:
Responsible for user user experience of web sites. Specified user requirements, created information architecture, site maps and wireframes. Performed heuristic evaluations.

1998 - 1999

Web Site Producer

Cox Interactive Media (now Cox Media Group)

As a web site producer, I wrote, edited, curated and published the online content of, a Cox Interactive Media news and events web site. Responsible for updating the news and entertainment channels. Worked with editorial staff of the Dayton Daily News to bring their stories online. Worked with marketing and advertising departments to develop online campaigns for web site advertising clients.


2004 - 2010

Sociology PhD coursework 

University of Colorado at Boulder

Boulder, Colorado

Areas of study: Social psychology, consumer culture, ethnography, medical sociology/sociology of health and illness

2002 - 2004

Master of Arts in Sociology

University of South Florida

Tampa, Florida

Thesis: “Governing Wayward Consumers: Self-Change and Recovery in Debtors Anonymous" Areas of study: Social psychology, consumer culture, ethnography, medical sociology/sociology of health and illness

1990 - 1997

Bachelor of Arts (Double major: Sociology and Digital Journalism)

Miami University

Oxford, Ohio

Honors: Presidents List (for 4.0 GPA) for 3 semesters


"Adam Morenberg is an insightful qualitative ethnographer, a dedicated analyst, and the kind of project manager who keeps a close eye on the day-to-day fielding, while also seeing broad themes unfold as the project progresses. He's an asset to any team, always willing to jump in and help out where there's a need."  Melissa Smith, Director of Shopper Marketing and Consumer Insights at Category Management Association (previously SmartRevenue)

"Adam Morenberg has proven himself to be the ultimate team-member. Adam is a talented and dedicated researcher, project manager and teacher. Adam is always willing to lend a hand and go the extra mile to guarantee research excellence. Working with him is always, an absolute pleasure. I am honored to highly recommend Adam!" - Taylor O'Brien, Senior Project Director at Mystery Researchers (Previously SmartRevenue)

"Adam has trained and supervised me in a number of projects since I have begun at SmartRevenue. His supervisory approach is ideal, especially given the remote nature of SmartRevenue. We are trained over the phone for each project and he communicates project goals and procedures clearly, so there is no confusion when I arrive at the field. In the event that an issue does arise, he is always accessible to help. Adam is friendly, flexible, patient and an overall joy to work with. I highly recommend him as a supervisor!" - Amanda Priest, Ethnographer at SmartRevenue



Qualitative Research

In-depth interviewing, ethnography, participant observation, focus groups, user experience, online diaries,  documentary photography and videography.

Qualitative Report Writing

Copywriting, editing, graphic design/layout, visual communication, documentary photography and videography, video editing

Qualitative Recruitment

Panels, online advertising (Facebook, Craig's List)

User-Centered Web Design

HTML, CSS, Wordpress development


Microsoft Word, Excel, Powerpoint, Adobe Photoshop and Illustrator, Apple iMovie

Find Adam Online