Answered, Inc.

Who is Answered and
why should you work with us?

We know how to build businesses



Lisa Bertelsen

Principal and Founder


For the past 20 years, I've been solving problems for Fortune 500 companies. I specialize in market research, brand strategy and customer experience. My job is to figure out what makes companies stand out from the crowd, how they can be more competitive, and why their customers think, believe and behave in the ways that they do. I also spend my time making things look or function better-whether it's the design of a Smartphone app, the creative treatment in a television ad or the workflow on a factory floor.

My goal is to help my clients make smarter decisions, so they're better at what they do. I help them think differently. I also help them figure out what makes them different, so they can improve their competitive edge as well as the experiences that their employees, customers and partners have with their brands.

The partners, colleagues and clients who have worked with me will tell you that I'm insatiably curious. I work hard at my craft, but I've also spent several years developing new research tools and methodologies-for those times when the old ones could be improved. I enjoy taking something complex and making it simple. I've conducted research across the globe, fascinated and humbled by how diverse and complex people can be, as well as how much they share in common.

My career has been spent both in-house and supply-side, for companies across multiple industries: high-tech, financial services, brand consulting, transportation and logistics, health and web/software development. I've presented my work at conferences domestically and abroad. I've also taught at NYU and UC Berkeley, and guest lectured at Parsons School of Design and SFSU.


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Published Work




Jacob Kivett

SVP of Sales Strategy and Account Management


Jacob has extensive experience building global distribution partnerships. He has worked with leading brands such as Booking.com, British Airways and Delta Airlines, as well as technology start-ups, such as frontdesk.ai and AirHelp. Jacob has a proven track record for establishing and growing global account relationships and managing multi-million-dollar contracts with Fortune 500 clients. He manages end-to-end sales cycles, from strategy, to proposal development, to contract negotiations. He has sold and managed integration of technology solutions to Marriott, Expedia and Starwood and built successful partnerships with clients like Marriott, Hilton, GE and Pfizer.

His go-to-market solutions help companies identify and size potential markets, determine which customer segments to pursue, how to create a compelling value proposition and competitive edge, how to identify potential partners and develop product roadmaps, and how to establish KPIs. He has 20 years of experience.



Answered Partner Network

Answered maintains a partner network of nearly 20 researchers, strategists, translators and videographers. These individuals have proven, long-standing relationships with our team. Over the years, we've worked alongside each of these individuals at some of the most established companies, research and brand agencies in the world. What does that mean for our clients? A virtual network translates into lower overhead. We focus on a select number of client engagements. We aren't spread across five projects at a time, nor are we pressured to maximize our time in order to meet profit margins. We're nimble and can readily scale to meet the requirements of different engagements, hand-picking our team based upon their skills, industry and regional expertise. All of our partners have at least 15 years of experience in their respective fields. Most are published, teach at universities and are recognized thought leaders. The people you meet are the exact same practitioners who will be working on your project every day---we don't resort to a "bait and switch".

Alicia Menanteau, Ph.D.

Senior Researcher, Houston


A Sociologist and Ethnographer by training, Alicia specializes in Hispanic and GM market research. Prior to joining the Answered network, Alicia was the Director of Consumer Insights at two advertising agencies, including a leading Hispanic Agency in Houston. She also worked at IPSOS, Greenfield and Ideas to Go.

Alicia specializes in several verticals: financial services, pharmaceutical and health, food and beverage and consumer packaged goods. Proctor & Gamble, Avon, Coca-Cola, Pfizer, Visa, Wal-Mart and Yahoo have worked with Alicia to create culturally relevant marketing for Latinos in the U.S. and in South America. Alicia is fully bilingual and bicultural (Chilean/American). She speaks and has conducted focus groups in Spanish, French, Portuguese and German. Her research expertise includes branding, messaging, segmentation, product ideation, online moderation, usability and ethnography. Alicia has 17 years' experience.



Laura Reyes Pinilla

Senior Researcher, Raleigh Durham


Laura focuses on global trends analysis, qualitative and quantitative research. She is a degreed Psychologist specializing in Strategic Marketing, with a Master's degree in Market Research and Consumer Behavior from IE Business School (Madrid). Formerly Head of Market Research at Quala S.A. (Ecuador and Columbia), and Millward, Brown (Columbia), she specializes in consumer packaged goods, pharmaceutical and financial services. Her clients include: Disney, Unilever, Wells Fargo, Shell, Merck and Novartis.

Laura has conducted research in research in Mexico, Guatemala, Honduras, Colombia, Venezuela, Ecuador, Peru, Bolivia, Chile, Argentina and Brazil. She is bilingual (English/Spanish) and has studied and lived in five different countries.



Tari Keitt

Senior Account Manager and Researcher, New York


Tari is a senior account manager and qualitative researcher. She was born and raised in Indonesia, but spent more than a decade working in Tokyo before moving to New York in 2016. Before joining the Answered network, Tari spent 10 years leading the qualitative practice at Sugata Research in Tokyo and then built Hall & Partners' research team in Japan.

While Tari is an expert moderator, she enjoys managing complex global projects. Her skill set is wide ranging, from food & beverage, to travel, to luxury brands, to entertainment, to beauty & wellness, to technology. Tari is trained in semiotics, projective techniques and ethnography. Her past clients include: L'Oreal, Dior Perfumes, Tiffany & Co., Philip Morris, Heineken, Guinness, Reebok, Delta, Disney, Sony Pictures, Netflix, 20th Century Fox, Apple, Microsoft, Youtube, Google, Facebook, Samsung, Adobe, IBM, American Express, Alliance-Bernstein, Eli Lilly, GSK and Bristol-Myers Squibb. Tari has 16 years of experience in the market research.



Bethany Smith

Senior Product Strategist, San Francisco


Bethany is a product strategist who specializes in "lean" UX research and design methodologies to develop customer experiences, marketing strategies and growth opportunities for new or re-designed products and services. She analyzes new business models, technologies and trends for clients who want to innovate inside and outside of their industry. Her process includes concept development, product roadmapping, technology and design specifications, systems integration and go-to-market strategies.

Bethany has designed applications across multiple industries, including finance, healthcare, consumer goods and entertainment. Her client list includes: Blue Shield, Charles Schwab, eBay, American Airlines, Boeing, Cisco Systems, London Financial Times, Toyota and multiple Silicon Valley start-ups.

Prior to joining the Answered network, Bethany founded her own firm, BAS Design. Bethany was also Creative Director at vivid studios, where she managed the overall direction and scope of large projects and led complex initiatives involving strategy, operations, design and technology research for such clients as Toyota, American Century and OpenAuto.com. Between 1995-1998, she worked as a Creative Director and Senior Designer at OnDisplay (acquired by Vignette) and at design firm Aaron Marcus & Associates, working for clients such as American Airlines, Documentum and Warner Brothers. Bethany's early career was spent within Carnegie Mellon Robotics Institute as a UI/IA designer, working on military/DOD projects. She was part of a 1994 team who developed the interface for a web-based, video teleconferencing / whiteboard application for the Navy (METOC Weather Anchor Desk). She was also part of the mobile/wearable project "VuMan" (virtual vision goggles) and developed an interface that utilized 11" x 17" assault vehicle maintenance data on a one-square-inch head-mounted display, simulating on-screen interaction. Bethany has 23 years of experience.