Elaine Wida

Sr. Mgr. Consumer and Shopper Insights at Annie's Inc.

San Francisco Bay Area
Market Research
  1. LeapFrog Enterprises,
  2. Safeway,
  3. Tragon Corporation
  1. San Francisco State University
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I have worked both on the client side as well as the supplier side of consumer research across numerous categories including CPG, retail, web business development, manufacturing, financial products and others. I am strong in understanding the big picture and strategic thinking and can segment this into tactical recommendations to achieve the big picture goals.

Specialties:I am proficient in all quantitative and qualitative methodologies, syndicated resources and trends.


Sr. Mgr. Consumer and Shopper Insights

Annie's Inc.
– Present (1 year 3 months)

Sr. Manager Consumer Insights

LeapFrog Enterprises
(5 years 2 months)

Continuing to build partnerships and using current business issues to initate and implement research to fill gaps in understanding the customer and our product offerings. Instituted tracking studies to identify metrics to be used in measuring marketing efforts as well as panels to delve further into our customers perceptions and behaviors. Both managing and conducting research through vendors and internally, addressing both strategic questions as well as tactical ones, which are then presented to senior management.

Director Consumer Insights

(11 years 6 months)

Participate in top-level strategic assessment of merchandising, marketing, branding, facilities and related retail opportunities. Initiate projects addressing issues and opportunities inside and outside the company. Develop project guidelines; manage internal staff and vendors; direct process from start to completion; make detailed recommendations and present them to senior management.

Determined objectives and methodologies (both quantitative and qualitative); identified trends and compiled secondary source briefs; wrote proposals and coordinated projects; provided actionable recommendations to retail divisions and corporate management through internal reports and presentations. Projects ranged from product development and introduction (corporate brands) to new business research, store-specific strategies and image tracking (store issues) to evaluating risks and opportunities for new business ventures, promotional and advertising plans, human resource issues, etc.

Research Project/Account Manager

Tragon Corporation
(2 years 1 month)

Assisted in development of proprietary consumer behavior research methodologies that were later added to the research services offered by the company.
Worked with package goods' clients to determine research needs; designed research studies and wrote proposals; developed questionnaires/scorecards; implemented and supervised studies; conducted data analysis (SAS/SPSS); wrote reports and gave presentations to key client personnel that resulted in changes to product formulations, presentations or uses that made such products more marketable.
Responsible for effectively managing and troubleshooting a multitude of projects simultaneously. Coordinated activities of support staff to manage projects.

Retail Specialist

Jones New York
(1 year 1 month)

Designed programs to increase store traffic and sales through special events, newsletter development, sales staff motivation and incentive programs; achieved highest sales in the region.
Responsible for identifying customers and determining their buying habits and product needs to move the department sales forward. Worked closely with retail operations to support department and its efforts and was recognized as top performer.


  • Quantitative research
  • Qualitative Research
  • Strategic Partnerships
  • Consumer Insights
  • FMCG
  • Brand Tracking
  • Marketing Strategy
  • Shopper Marketing
  • Account Management
  • Product Development
  • Retail
  • Market Research
  • Problem Solving
  • Vendor Management
  • Marketing Research
  • Segmentation
  • Consumer Behavior
  • Customer Insight
  • Brand Development
  • Marketing
  • Market Planning
  • Consumer Behaviour
  • Quantitative Research
  • Business Development
  • Advertising
  • Brand Management
  • Competitive Analysis
  • Data Analysis
  • Leadership
  • Management
  • Analytics
  • Consumer Products
  • Market Analysis
  • Product Marketing
  • Integrated Marketing
  • Merchandising
  • See 21+  See less


Santa Barbara Fashion Institute/Paris

AA, Fashion Merchandising

Additional Info

  1. Interests

    • Was on the board of the Women's Network Group at Safeway responsible for recruiting and maintaining membership base.
  2. Personal Details

  3. Advice for Contacting Elaine


American Marketing Association

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