Jennifer Klein, PhD · Founder, Signal Choice LLC
I bring 18 years of experience in mixed-methods insights research across product, UX, and market research. Early in my career, I conducted research in regulated environments and reported core KPIs to executives, digging into datasets to understand why metrics moved. That work led me to question what existing measures miss and explore the human behavior and psychology behind the patterns. Today, my practice combines qualitative depth with quantitative rigor to understand people, their experiences, and the markets around them—and turn those insights into meaningful improvements we can measure.
Consulting
Employment
Employment
Consulting
Employment
Employment
ConsultingSelected employment and consulting experience of Jennifer Klein, PhD.
Selected outcomes from research, product changes, and measurement initiatives. Client identities are withheld.
I connect the art of understanding human interaction with consumer insights, partnering with teams to turn findings into action and measure the outcomes.
Guided product changes through a customer journey assessment.
Read the case study ↗50%increase in non-anonymous useClarified product and sign-in status to help users return to the signed-in experience.
Read the case study ↗30%reduction in churnDiscovered a new KPI and led metric adoption and proactive enrollment dashboard use.
Read the case study ↗25%increase in lead captureInvestigated the resident journey and data integrations, closing a capture gap so leasing agents could act on more leads.
Read the case study ↗7%increase in social media engagementRedefined core KPIs, identified new cohorts to track, and uncovered friction behind low engagement.
Read the case study ↗27%decrease in homepage bounceAssessed the full website experience and pinpointed homepage changes that reduced bounce.
Read the case study ↗Selected case studies from my research portfolio, spanning audience strategy, customer experience, and product value.
I bring complementary skills and perspectives to the same question: I dive into what people need from an experience, and ask how an organization can understand or detect whether that experience is working. My practice combines human-centered design research and market understanding with deep experience in data and measurement. This is what has enabled me to bring results to the table.
I investigate consumer habits and behaviors alongside broad market appeal, competitive dynamics, and emerging trends. The work helps teams assess opportunities and decide which offerings to build, evolve, or sunset.
Consumer behavior · Competitive analysis · Market trendsMy background in cognitive psychology informs a deep interest in how people think, interpret, and experience products. I use qualitative inquiry and generative and evaluative methods to understand needs and guide human-centered design.
Generative research · Evaluative research · Market insightsI have worked on discovering new KPIs, including identifying behaviors that existing measures overlook and developing ways to make those behaviors visible.
Behavioral measures · KPI developmentI have worked across data mining, API integration, and systems integration to surface KPIs. I have also built dashboards and reporting systems that connect customer experience questions with ongoing performance measurement.
Data mining · API integration · KPI reporting · DashboardsBuilding KPI reports taught me to interrogate the measure. Human-centered design research and survey-based market research taught me to look for the experiences, needs, and sources of appeal those measures might miss. I use both to help teams ask better questions and create more useful products.
Mapping customer touchpoints alongside databases, APIs, and system handoffs revealed a data-capture lag that prevented leads from entering the system correctly.
The project was recognized for a 25% increase in lead capture after the data gap was addressed.
The company suspected something was wrong with the volume of leads appearing in its systems relative to leases. It could not yet identify the cause or size the opportunity. I was tasked with investigating where the gap came from.
I mapped the full customer journey, including the stages before someone became a customer. At each touchpoint and transaction, I mapped the databases, data structures, and integrated APIs supporting the experience.
This connected what customers experienced with how their information moved between systems, making it possible to trace the handoffs behind the journey.
The investigation pinpointed a gap in the customer journey where a data-capture lag prevented leads from entering the system correctly. Customer interest was not reliably reaching the system where leasing agents could act on it.
Identifying the specific gap gave the company a concrete point to address in the customer journey and its supporting systems. Closing the gap improved lead capture and made more leads available for leasing follow-up.
The project was recognized for a 25% increase in lead capture. Connecting the customer experience with its underlying data flows helped identify and address the system gap behind the missing leads.
Company identity, internal architecture, system names, and operational data are withheld.
Back to selected results ↑An investigative data discovery project connected declining enrollment with a previously unmeasured point of student loss, then made that loss visible through new KPIs and an enrollment management dashboard.
Following adoption of the new KPIs and proactive enrollment dashboards, helping improve overall enrollment.
Leadership was concerned about declining enrollments despite otherwise solid conditions in the higher education market. The investigation explored institutional data to identify opportunities to change business processes and improve enrollment management.
I explored data across the institution and discovered a new KPI capturing how many students dropped before their courses even started. This surfaced a point of enrollment loss that leadership needed to see and manage.
I combined data science with enrollment analysis to understand the issue and support a more proactive approach. The work connected the new measures with decisions about course scheduling and student enrollment management.
I presented the KPI to leadership through a roadshow, showing what it revealed about enrollment loss and why it mattered for operational decisions. I also worked on launching an enrollment management dashboard that put the new measures within reach.
I identified a champion user for the beta launch and coached them on using the dashboard. The rollout connected the new measures with everyday work, helping departments use the information to manage enrollments and plan classes and courses.
The rollout demonstrated the dashboard’s usefulness in day-to-day operations across several departments within the school’s largest division. Following adoption of the new KPIs and proactive dashboards, churn in that division fell by 30%, contributing to overall enrollment.
The 30% result applies to the institution’s largest division. Institution identity, internal data, dashboard screens, and KPI specifications are withheld.
Back to selected results ↑This is the part of a long webpage where attention can wander. In one website study, I found exactly this pattern—and identified what to change. I’ll keep this one brief.
I assessed the full website experience using click heatmaps, clickstream analysis, and qualitative concept testing, including a comparison of two homepage concepts.
Further down a page—around a point like this one—a content block stopped earning people’s attention. That was where they dropped off.
Removing uncompelling content further down the page, where people were ready to take action, contributed to 27% fewer page bounces and 7% higher site engagement. Sometimes the best way to keep people engaged is to give them less to get through—and a clearer next step.
Ready to turn your website engagement around? Let’s talk.
Contact JenniferI work with stakeholders to clarify what the team needs to decide, then explore the needs, context, and expectations of the people who will live with that decision.
Sometimes the best research is a short, fast, scrappy test. I match the approach to the decision, timeline, and stakes, helping teams get useful tests into the field quickly. I also help size the potential impact and coach partners on measuring the outcome within their organization.
I use generative and evaluative research to understand needs and test how people interpret an experience. Qualitative depth and behavioral evidence help teams see beyond a preference score or a completed action.
I combine survey research, consumer landscape assessment, and competitive research to understand market appeal and emerging needs. Segmentation and horizon planning help teams decide whom to serve, where to invest, and what to build next.
I drive collaboration across product, design, engineering, data science, and BI to turn insights into new metric tracking, experiment launches, and A/B tests. I help teams connect what they learn with what they launch, then track the results.
I’m Jennifer Klein, PhD, founder of Signal Choice LLC and a consumer insights and UX researcher with a PhD in psychology focused on cognitive psychology. My work spans consumer behavior, competitive analysis, market trends, and human-centered product research.
Early in my career, I conducted research alongside pulling data with SQL, building dashboards, and checking KPIs for accuracy before reports went to leadership and across institutions. That work required understanding what a measure represented and whether the data supported it. Design and product research expanded the questions I could ask: whose experience does this metric capture, what behavior is missing, and what should we measure instead?
Qualitative inquiry has been a substantial part of my practice and a source of lasting interest. I’m drawn to understanding how people make sense of an experience and bringing that perspective into decisions across product management, design, marketing, data science, and engineering.
Selected capabilities across research, strategy, and measurement.
Work with me through Signal Choice LLC to understand your customers, inform product and market decisions, and measure what changes.