In Conversation with Rachel Swanson

Tell us about your background:

My 20+ year career has been dedicated to customer insights and market research! Primary research - qual & quant - is my specialty, but going beyond the numbers to create brand narratives is my superpower.

After early-career years at an indie research shop and time spent agency-side during the eCom & analytics boom, I spent a decade at Condé Nast in senior brand strategy & insights roles (corporate, Glamour, and W) focused on product development, audience segmentation, and GTM for revenue growth.


In 2018, I established my research consulting practice, Method + Mode, to help brand leaders make more confident business decisions, grounded in customer insights. From marketplace surveys and persona work, to product innovation and user testing, I support early-stage businesses and renowned global brands in beauty, fashion, wellness tech, CPG, and media.

What do you wish you’d known when you started out?

Careers are not linear, even if you do everything "right." Taking risks unlocks more potential than playing it safe.

Best career advice you've ever received?

Time is the killer of all deals!

What leadership qualities are important to you?

Decisiveness, clear communication, kindness...orientation towards outcomes over micromanaging process (respecting different work styles.)

What has been the biggest challenge in your career so far?

My biggest challenge is constantly being in biz dev mode in a landscape that we know is changing more rapidly than ever (thanks to AI)...optimizing and evaluating the best ways to fill my pipeline while delivering exceptional work to existing clients.

How do you define success in your career, and how has that definition evolved over time?

For me, success is tied to being in control of what my days look like - how I spend my time, who I work with, and what type of projects I work on. The bet is that by doing this, I'll have more work/life harmony (so far so good) and achieve modest financial stability. Vs. 10 or 15 years ago when my idea of success was more tied to specific salary goals and reputation of the company.

How has networking contributed to your professional growth and success?

Networking is huge - my business is 99.9% referral based, and lead times are 6-12 months on average. I believe every brand needs what I do, but for myriad reasons it's not typically a top priority. It's up to me to be top-of-mind for decision makers, when they are ready to move forward!

What are your top networking tips for building strong connections in your industry?

You have to put yourself out there, share what you do, what you're looking for, how you can help. And pay it forward!! You never know where conversations will lead and what doors will open. Just say hello (IRL or virtually.) Make the ask. Attend the random session. Join the community. Be bold.

LinkedIn: https://www.linkedin.com/in/rachelswanson/

Website: https://www.methodandmode.co/

Instagram: @busy_rach