At Uncover, our highly experienced team focuses completely on each project.
Samantha Foster Bergeron
Founder and President
Samantha has spent the last 10 years developing innovative methods to uncover consumer insights and inform brand strategy and product development. She has strong insight into leading consumer motivations across segments and lifestages. She is skilled at applying this insight to help clients maintain relevance in fast-changing industries including cosmetics and alcoholic beverages however the bulk of her experience lies in the retail apparel category.
Samantha has honed her expertise over the past several years working with clients including Levi Strauss & Co., Gap, Banana Republic, Old Navy, Diageo, Sephora and Design Within Reach.
Before starting Uncover, Samantha was employed as a Strategic Director at Cheskin where she worked closely with clients in the retail apparel industry.
Prior to joining Cheskin, Samantha was the Senior Strategist at Outlaw Consulting, Inc. where she developed and managed several proprietary panels of fashion-forward consumers.
Samantha graduated with a marketing degree from the University of San Francisco and spent a year teaching English in South Korea. Previously, Samantha worked as a marketing specialist for software startups.
Senior Researcher and Strategist
Annie Bjork is a strategist, researcher and writer with over twenty years experience in the fields of advertising and market research. Her primary emphasis has been in the retail industry, specifically for clients such as Gap Inc, Old Navy, Levi Strauss and Co., Cole Haan and Nordstrom. She has also utilized her expertise to assist non-profits with messaging and web site launches. Annie's experience in advertising account management has equipped her with a broad knowledge of marketing and strategy development, as well as expert project management skills and extensive exposure to the creative development process.
Annie has worked in both New York and San Francisco. She has a Bachelor of Arts from the University of California at Berkeley and a Masters of Fine Arts in Creative Writing from St. Mary's College of California.
Annie's expertise lies in translating a target's core motives and life stage drivers into specific consumer behaviors. She has extensive experience working with trend leaders and mainstream samples within various demographic groups. Her work provides clients with detailed analyses focusing on demographic trends and product relevancy, as well as significant short and long-term business implications.
Senior Researcher and Strategist
Ingrid Ryan has more than thirteen years of experience as a strategist and qualitative researcher. Her specialization lies in ethnographic, qualitative and trend research, where she is on a constant search to challenge research techniques, never settling in the hunt for consumer truths. Her relentless search for insights has led to a specialization in consumer research for product development, advertising strategy, packaging, trends and brand development. Ingrid has worked on brands such as Electronic Arts, Häagen-Dazs, Pepsi, Plum, Old Navy, Motorola, Method Home Care, Waterpik, PG&E, Saturn, Blue Shield of California, Pontiac and Gap. She has advised clients in a variety of categories including automotive, fashion, video gaming, mobile phones, credit cards, oral care, utilities and home care and packaged goods.
Ingrid began her career in advertising in Strategic Planning at Publicis and Hal Riney. Since then, she has been putting her branding and research skills to use at The Curious Company, OWNP, J. Walter Thompson and Cheskin Research.
Ingrid has a double Bachelors degree from the University of Wisconsin-Madison in Journalism and Spanish.
Researcher and Strategist
Nora is a strategist and qualitative researcher, who has honed her skills working on branding, market segmentation, positioning, and product development projects for a wide variety of industries - technology, telecommunications, automotive, packaged goods, and advertising. This diverse experience provides her with the project management skills, analytical approach, and fluency with a wide variety of methodologies that allow her to provide actionable insights to clients.
Nora has extensive expertise in applying qualitative methodologies to the Internet, but she does not believe in conducting digital research for its own sake. Instead, she tailors online qualitative approaches to larger research efforts in order to add richness and depth of perspective.
Prior to joining Uncover she spent 5 years with the BRS Group working for clients such as Apple, Autodesk, Sony, T-Mobile, Mercedes-Benz, Bentley, and Clorox. Nora has a Bachelor of Arts in Psychology from the University of California at Santa Cruz.
Director Project Management
Prior to Uncover, Alexis was the Manager of Product Development at 49 North where she helped the company break into new markets. She managed over 150 road show meetings across the United States annually gathering high net worth investors in multiple verticals. She also planned and executed annual conferences in San Francisco and New York over a seven-year period.
Previous to that experience Alexis worked as a Project Manager at Outlaw Consulting where she worked closely with Uncover founder Samantha Foster Bergeron. Together they created innovative market research methodologies that provided highly actionable results for clients like Levi Strauss and Diageo. At Outlaw Alexis provided content for a detailed client trend newsletter, managed recruiting efforts for in-home and focus groups, and managed their proprietary trendsetter database.
Alexis received a BA in Communications from Boston College.