At Uncover, we help brands see beyond the brief, into the minds, moods, and motivations of real people.

Whether you’re shaping a new product, refining your messaging, or staying ahead of what’s next, we bring the clarity you need to make moves with meaning.

Company Overview

The best brands know their consumers on a deep, human level. Uncover is the catalyst for this knowledge. Uncover is a boutique consumer intelligence agency helping ambitious brands go deeper than data. We focus on the why, uncovering the motivations, emotions, and behaviors that explain the numbers and drive customer decisions. Through powerful qualitative research and sharp strategic guidance, we deliver insight that’s not only rich, but immediately actionable.

Since 2005, we’ve partnered with some of the world’s most iconic brands including Sephora, Target, Gap, and Nike as well as many of the disruptive startups shaping what’s next. Our work helps clients move faster, connect more meaningfully, and make smarter decisions grounded in understanding, not assumptions. Whether you’re refining your brand story, exploring new markets, or launching your next innovation, Uncover will deliver the foundational, human understanding to drive your brand’s success.

Apparel • Beauty • Personal Care • Consumer-Facing Tech

Our Mission

At Uncover, our mission is to deliver deep, actionable consumer intelligence that empowers our clients to make informed decisions, differentiate themselves from competitors, and achieve a lasting competitive edge. We believe: Data isn't insight • Empathy is everything • Context is critical

Meet
Samantha Bergeron

Samantha Foster Bergeron is the founder and CEO of Uncover, a boutique consumer intelligence agency helping ambitious brands turn human insight into strategic action. A leader in qualitative research and brand strategy for over 20 years, Samantha has worked across industries ranging from beauty and apparel to CPG and tech, supporting some of the world’s most recognizable brands, including Nike, Sephora, Gap, Target, and Levi’s.

She has also helped founders and investors successfully launch disrupter brands including Welly, Olly, and The Farmer’s Dog. Her background spans agencies, in-house, and startups, giving her a 360° understanding of how brands can grow with clarity and purpose.

Samantha founded Uncover to reimagine research as a powerful creative tool, using it as a building block for brands rather than a validation mechanism. Her unique approach to consumer intelligence brings a new level of humanity, empathy, and context to the insights Uncover delivers for its clients. Deeply passionate about people, she’s fascinated by the power of well-crafted discussions and endlessly surprised by the answers she finds from simply talking to others. She still happily moderates many of Uncover’s projects and never tires of learning how and why consumers make decisions.

Based in San Francisco, Samantha lives with her brilliant partner, two amazing kids, and beloved Basset Hound named Maybe.