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Elena Marsh

Customer Insights Manager

I listen to customers for a living, then turn what they say into numbers a whole company can act on.

Experience
6+ years in research
Currently
Fernway Goods
Based in
Portland, OR
  • Qualtrics
  • SQL
  • Tableau
  • Figma
  • Excel

Get in touch

§ 01Experience

Experience

01 Customer Insights ManagerFernway Goods · Portland, OR Apr 2024 – Present
  • Run the monthly customer survey that now reaches 18,000 shoppers and feeds every product review.
  • Lead a team of two researchers and set the plan for the year's studies with product and marketing.
  • Built the client survey dashboard that replaced a 30-slide monthly deck.
02 Senior Research AnalystFernway Goods · Portland, OR Feb 2022 – Apr 2024
  • Ran 60 customer interviews that shaped the redesign of the returns process.
  • Cut survey turnaround from three weeks to five days by automating the cleanup in SQL.
03 Research AnalystNorthlight Studio · Seattle, WA Jul 2020 – Jan 2022
  • Wrote up usability studies for twelve client apps, each with a ranked list of fixes.
04 Research AssistantUniversity of Oregon · Eugene, OR Sep 2018 – Jun 2020
  • Coded and cleaned survey data for a two-year study on how students choose majors.

§ 02Research on paper

Research on paper

How a study looks from the inside: the wall, the brief, and the survey I rebuilt.

A wall of sticky notes grouped into four themes: sizing doubts, gift returns, looked different, and arrived late, with customer quotes on each note.
Fig. 01Returns study, synthesis wallSixty interviews sorted into the reasons people send things back. Sample data.
A printed one-page insight brief headlined 'Most returns start on the product page, not in the box', with a customer quote, two key numbers and three findings.
Fig. 02Insight brief No. 07The one page that went to product and marketing. Sample data.
After: a clean survey card asking one question about size fit with three large answer buttons, question 2 of 5, about 2 minutes.
Before: a dense survey page with a nine-row agreement grid, page 3 of 14, estimated 15 minutes.
Before After
Fig. 03A survey people finishFourteen pages of grids, rebuilt as five quick questions. Drag to compare.

§ 03Selected projects

Selected projects

Two studies, each with the question, the work and what changed.

Why customers return things

2023

The problem
Returns were rising and nobody could say why; the reasons field was mostly blank.
What I built
Sixty interviews and a short exit survey, coded into eight reasons and tracked by product.
The result
Sizing pages were rewritten for the top three reasons, and returns fell 14% in two quarters.

Qualtrics · SQL · Tableau

A survey people finish

2022

The problem
The quarterly survey took 15 minutes and fewer than one in ten people finished it.
What I built
A shorter survey with branching questions, tested with 40 customers before launch.
The result
Completion rose to 38%, and results now arrive monthly instead of quarterly.

Qualtrics · Figma

§ 04Education

Education

Class of 2020

B.A. in Psychology

University of Oregon

  • Magna Cum Laude

§ 05Contact

Let's compare notes.

I'm open to research and insights roles in Portland or remote. Email is the fastest way to reach me.

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