Defining product research strategy
in the age of AI.
HOW WE HELP
RESEARCH ADVISING & STRATEGY FOR STARTUPS
Research team or research tools in your growth plan? We'll help you develop a roadmap for research strategy that investors will love.
CUSTOM QUAL AND QUANT RESEARCH
Even with new tools coming to the forefront, we're researchers by trade and can take on qualitative and quantitative brand, marketing and product research projects, both digital and physical.
AI x RESEARCH INTEGRATION
Ready or not, AI tools are here to thrive. We can help you employ the right tools at the right time.
SUMMITS & TRAINING FOR RESEARCH TEAMS
We design and host summits and trainings that bring your team together for learning and bonding, with the perfect balance between the two.
AI DEVELOPER SUPPORT
Many AI tools are developed by non-researchers. We work with founders to root their tools in research fundamentals and stand out among the rest for their best-in-class outputs.
WORKSHOPS FOR
NON-RESEARCHERS
Use and abuse of AI tools for research - we'll teach your product and design teams to leverage AI for fast but still legitimate research insights.
ABOUT US
Kelly Holland is a strategic research and analytics leader with over 20 years of experience building and leading high-impact, high-retention teams that bring human insight into business strategy.
Kelly has led insights functions at leading tech and retail brands. Most recently at Peloton, she scaled both the user research and product analytics teams through a period of rapid growth, aligning insights across software, hardware, and connected fitness experiences. She’s also held research leadership roles at for Target's digital team, Facebook/Meta's monetization team, and Gap Inc.'s experience design insights team. Early in her career, she built the west coast research practice for Ketchum, working across a diversity of consumer and B2B industries including global food brands, banking and card services, automotive, and consumer home brands. She also has a background in political public opinion research, beginning her research career in Washington, DC with Lake Research Partners.
As a research practitioner, Kelly specializes in integrating qualitative, quantitative, and behavioral data to shape product direction, customer experience, and long-term growth. She is an expert in questionnaire design and a RIVA-trained focus group moderator.
Her expertise spans mixed-methods research, research operations, team building, stakeholder alignment, and AI-assisted insight generation.
Known for fostering inclusive, curious, and results-driven cultures, she brings a thoughtful yet pragmatic approach to leadership—equally focused on team development, research rigor, and operational scalability. She brings this experience to her strategic advising with Solid Roots, and also offers coaching through Kelly Holland Coaching.
Kelly holds a Master of Public Policy from the University of Minnesota's Humphrey Institute and a B.S. in Political Science and Economics from the University of Wisconsin–Madison.
