About.

Want to know more about Bird Dog Insights?  You've come to the right place!

Our Name

Bird dogs are trained in the relentless pursuit of their prize.  They use acutely honed skills and senses to track their goals.  They overcome unexpected obstacles and don’t follow – or even expect – a straight path.  They are not distracted by tempting but irrelevant scents.  They are loyal, singular in their focus, and creative in their pursuit.  Those are the same attributes clients see every day in the Bird Dog team.   

Executive Biography

Martha Hayward
Founder and Principal

Martha loves to talk with customers about things they care about, earning their trust, learning what they have to share, and treasuring nuggets of insight along the way.  She is naturally curious – ok, maybe even nosy – about people and about the businesses that serve them. 
She has been both a client and a provider of research and consulting services so is well positioned to identify what is truly useful in the research she conducts and strategies she recommends.  She has over 25 years of experience in strategy, marketing, and product development with a focus on deep customer understanding and driving innovative new ideas and actions within organizations. 
Martha was a Vice President of segmentation at Fidelity Investments, as well as their first Vice President of Social Media and worked on a variety of digital strategy projects. Prior to that, she was a marketing strategy consultant at Monitor Group (now known as Monitor Deloitte) and sold sales and management training in China with AchieveGlobal. 
She holds a BA from Middlebury College and an MBA from Harvard University.
She is also trained in focus group moderation at RIVA and is a member of the Qualitative Research Consultants Association (earning Advance status in 2018-2020), the Insights Association, and American Marketing Association.
Thanks to Martha’s combination of business expertise, personal warmth and natural curiosity, her clients and research participants have a sense of ease with Martha – they know that when they’re with her, they are in safe hands.  

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