Netpop Research

Netpop Research began as a bold idea inside a boutique research firm. Over two years, the vision crystallized—transforming Media-Screen’s client services into a thought leadership engine with international reach.

Motivation

In 2005, Media-Screen was a small but ambitious research shop in San Francisco, with a strong client in Google and a hunger to grow. The goal: deliver sophisticated market research across regions, build a repeatable model, and establish the company as more than just a vendor—for clients and press alike.

Approach

As the firm’s first full-time hire, I took on multiple roles: researcher, strategist, writer, and internal builder. My early work involved managing multi-country studies for Google, including survey design, translation/localization, fielding, analysis, and reporting. These efforts helped position Adwords for global expansion across key verticals.

As the business scaled, I led a growing team of analysts and helped ship 15–20 decks per quarter. Simultaneously, I worked with the founders to define and launch Netpop, the firm’s first proprietary syndicated research series focused on the digital consumer. I co-wrote the business plan, designed the report structure, and developed launch communications that helped position the company as an authority—not just a service provider.

Outcomes

• Team Growth from 3 to 9: Structured a scalable team workflow and knowledge base for high-volume delivery.

• Global Impact on Google Product Strategy: Research insights informed Google’s early positioning of Adwords in new markets.

• Netpop Launch Catalyzed Media Visibility: Press coverage and client interest surged around the firm’s syndicated report series.

• Brand Evolution from Media-Screen to Netpop Research: The internal strategy became a new identity—positioning the company as a leader in digital consumer insight.

Leadership & Impact

At a pivotal growth moment, I helped Media-Screen transform from a niche research vendor into a strategic insights brand with international visibility. I brought structure to an expanding research team, delivered actionable global insights for one of the world’s most influential tech companies, and shaped a new product line that repositioned the business. By combining analytical rigor with brand and communications strategy, I helped lay the foundation for Netpop’s evolution into a trusted voice in digital consumer research.