Cate Riegner

I'm a market research strategist with over 25 years of experience working with the world's leading technology companies — Google, Airbnb, eBay, Meta — on the questions that matter most: who are your customers, what do they need, and how do you reach them in a way that actually resonates?

My work spans the full range of research disciplines — segmentation, brand tracking, UX, concept testing, pricing, competitive analysis — executed at global scale across more than 30 countries and 40 languages. I've always been drawn to the complex, the ambiguous, and the high-stakes.

Most recently, as AI Strategy Lead at a leading research firm, I led the evaluation of AI-assisted methodologies and synthetic respondent platforms from the inside — giving me an unusually clear view of how traditional research organizations think, where they resist change, and what it takes to move them forward.

I founded NetPop Research in 1997 and built it into a trusted strategic research partner for Silicon Valley's most demanding clients. I hold an M.A. in Communication from the Annenberg School at the University of Pennsylvania and a B.A. from Smith College.

Who I work with: MR platform companies evaluating partnerships, acquisitions, and go-to-market strategy — and technology brands seeking rigorous research to inform product and competitive decisions.