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It all began at the lemonade stand...

Empowering brands to be their best, most authentic selves and helping them internalize and communicate these strengths.  

...mixing sugar, water, lemons and service with a smile.

At the young age of 5, those sticky Southern summers just weren't complete without a lemonade stand. I was running numbers even back then. Calculating ROI, determining profit and loss and relying on those oh-so-wonderful loyal customers who came by each and every day. 

So if your business might require some metaphorical lemonade - please do reach out. We have a high concentration of smart and creative minds, who are passionate about solving important business challenges. We employ the latest in scientific research techniques and methodologies, as appropriate, and provide invaluable insights by utilizing our background in psychology, sociology and behavioral economics. 


 We would love to serve up some research and insights work to compliment your strategy.  

Watch the short video to learn more about what inspires us to do what we do.  See how our work has made a lasting impact in the lives of our brands and their customers.  

It all began at the lemonade stand...

Our Founder

Our Founder

Baileigh brings more than 20 years of experience creating insights and strategy for some of the world’s biggest brands. Baileigh has conducted well over 2,000 research projects, using both qualitative and quantitative methods, worldwide. Baileigh also provides strategic direction to companies in the research sector who are broadening their global footprint.  Her expertise lies in accelerating profitability and revenue growth while alleviating the unique challenges businesses face when entering new markets. 

Active in the research community; Baileigh is often seen chairing an industry event, hosting a panel or speaking on relevant research topics at events such as Mobile World Congress, MRMW, Quirk's and IIeX.  She has guest lectured at High Point University and University of Georgia.

Baileigh holds an undergraduate degree from the University of North Carolina at Chapel Hill and a Master's Degree with an emphasis on Research Methodologies and Statistics. Baileigh is a member of the American Marketing Association and Women in Research.  

My main goal in life is to make a difference in the world; both professionally and personally.

ZigZag Founder & CEO

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