Mary Aviles is an insight consultant with 20 years expertise in strategic planning. She is a market researcher who utilizes netnography and desk research to perform trend analysis, competitive landscape development and social media listening. She specializes in context and in bringing situation-specific structure to unstructured data. She identifies insights by connecting the 'what' to the 'why' within anecdotal verbatims and in analysis of social media and online commentary. She holds a B.A. in English from the University of Michigan. Mary is a member of the American Marketing Association (AMA), the Society for Hospital Strategy & Market Development (SHSMD), and the Detroit AdCraft Club.