About Maddie Umali

Maddie Umali is an award-winning researcher and strategist, with a passion for connecting with real people, unearthing different perspectives and sharing it back to ignite creative thinking. 

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Maddie has worked for a variety of clients, across almost every industry, vertical and category. With hundreds of interviews under her belt, she's likely interviewed someone from every walk of life. 

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Her background in brand strategy and storytelling has given her a unique perspective on research. You will never be bored by her findings. In fact, you may find yourself sitting on the edge of your seat, guaranteed to leave feeling something

awe, surprise, clarity, delight

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Outside of her 9-5, Maddie is an adventurous home cook, recipe tester, traveler, and writer. She publishes a monthly cooking newsletter, which she uses as a platform to demystify home cooking, making all her readers feel capable in the kitchen.