Molly Hug

Research & Innovation Consultant

Molly

Connection Catalyst. Creative Facilitator.

What do you do?

I love connecting brands with the humans they serve by engaging in conversations with them to uncover the truths behind their motivations. Helping brands really see their consumers as people versus numbers, so they can better serve them and ultimately fuel growth and innovation for their organization is my goal.

What's your background?

Originally from Cincinnati, OH, so I am a midwesterner at heart, even though I’ve lived in Orlando, FL for the past 25 years. Cincinnati, being a big research town, I was part of a kids panel back in the 1980’s, offering my opinion on products like chocolate milk or school folders.  It was intriguing that these companies wanted my help and I’ve been hooked ever since!  Most of my consumer insights career up until now has been on the client side with Fortune 100 food & beverage companies, being the voice of their consumer.  And while the quantitative side of research is something I’m well versed in, I’ve always been more passionate about the qualitative side.  Tapping into consumers' emotions and motivations behind why they are or are not a fan of your brand has always fascinated me. I’ve learned that brands cannot appeal to all people and cannot stand for all things, and the best brands make those hard choices.  I think it goes the same for people.

Personally, I’ve always been a fan of the arts.  Art is something we all have in us to create and appreciate and I think we owe it to ourselves to express our thoughts & feelings through whatever art form speaks to us.  I’ve always been drawn to theater and comedy. In 2015 I started taking improv classes and eventually performing.  Through this I developed a big love for the art of improvisation, improv meaning, getting on stage with fellow improvisers without a script and creating scenes right in the moment. It has trained me to listen more actively, adapt quicker to change, communicate more honestly and simply, withhold judgement, and be more open minded and curious, which in turn has led me to being a better researcher, better partner, and really just a better human. 

Culinary arts is also a passion of mine. I love creating food in the kitchen for my family and friends and experimenting with new recipes.  It's one of the ways I show love to others and how I relax at the end of a long day. I also find food the one thing that unifies us as the human race and I love discovering the culture of a new city or country by the food they eat.

Favorites?

Favorite Book: She’s Come Undone by Wally Lamb 

Favorite Podcast: “This American Life” which explores aspects of human nature through the art of storytelling

Favorite Song: We’re on Our Way Now by Noel Gallagher (formally with the band Oasis)

Something you’ve found inspiring?

The pandemic.  It inspired (ok maybe pushed) me to hit pause, re-examine my life and my choices and create the life I wanted.  A dumpster fire of a way to get there, but it was worth it in the end.