Meet the Beetrix team
of strategic and artful researchers.

Our team of research professionals offers the ideal mix of science and art. We work in diverse industries, often on complex or sensitive issues, and bring to every engagement the deep qualitative research experience and intangible qualities needed to persuade people to open up.

We are proud to be a State-Certified Women-Owned Business Enterprise (WBE), especially given our namesake. Beetrix is named after Randi’s grandmother, Beatrice Ward, who loved a good story.

 

Randi C. Cohen, PhD
Randi Cohen founded Beetrix in 2000 and has developed a vital group that brings well-honed expertise to uncovering insight from consumers and professionals. While providing leadership on all Beetrix projects, Randi is highly in-demand as an interviewer, thriving on sensitive or complex topics. As a sociologist, she has a keen interest in understanding group motivations and behaviors and identifying patterns of meaning. To her clients, Randi is an outstanding research partner who informs clients’ strategic decisions and reveals business opportunities.

A graduate of the University of Pennsylvania, Dr. Cohen earned her PhD at Stanford University studying the development of the personal financial planning industry. Prior to founding Beetrix, she was Managing Director of Harvard Business School Professor Gerald Zaltman's global research firm.

Randi also serves on the Board of the Animal Rescue League of Boston.

 

Robin Glickstein, EdM
Robin Glickstein has helped set the tone of Beetrix engagements since the beginning. She brings a knack for connecting with people and persuading them to open up to her. Along with a resolute attitude that consistently overcomes resistance, Robin’s innate warmth allows people to express their deepest thoughts and feelings on any topic. The results are sincere and meaningful understandings of the people who matter.

Robin brings marketing experience from her prior positions on both the client and agency sides, her countless hours helping non-profits, and her work as an interviewer in the Mind of the Market Lab at the Harvard Business School. She holds an Ed.M. from Harvard University, as well as a BS from the University of Colorado.

Robin lives in Colorado and uses her creative energy to write The MindFULL Creative, a weekly blog that shares new perspectives on the fields of arts, education, business and personal growth.

 

Doug Lester
At Beetrix, Doug Lester has become known for leading thoughtful and fluid conversations with leaders in business and healthcare. On topics technical or sensitive, Doug is quickly able to build rapport with the professionals he interviews. He engages them at an advanced level of understanding, yielding rich learning and relevant insights that address key business decisions.

Doug’s broad perspective on business is informed by a ten-year career in marketing and management, including at Johnson & Johnson where he worked as an Executive Director of Marketing on consumer, OTC and Rx brands. Doug received his undergraduate degree from Yale, and an MBA from Wharton and an MA in International Studies from the University of Pennsylvania.

In addition to his contributions to market research at Beetrix, Doug is a sought after executive coach working with alumni and students at Harvard Business School as well as with clients in his own private practice.

 

Rob Levine
A gifted illustrator and a graphic designer, Rob Levine has brought his unique skillset to diverse projects at Beetrix from the start. Rob provides visual expressions that deliver compelling summaries to clients. For customer journeys, he captures rich, detailed renderings through a bird's-eye view illustration style. For image-based interviews, Rob helps translate the essence of respondents' collected pictures, thoughts, and emotions into story-like summary images. Personable, methodical, and creative, Rob's work supports the findings, and at times reveals patterns that might otherwise have remained hidden.

Rob spent years as a skilled creative director and effective project manager in graphic design before founding his own studio, Levine Design. Trained in both fine arts and design, he holds a BFA from the University of Massachusetts and studied web design and development at The New England Institute of Art.

Rob lives in Framingham, MA, with his wife and his twins, who were born on his birthday.