Who We Are
Strategists & researchers with a track record of turning human insight into business impact
We don't just study consumers. We study change.
Morning Light Strategy began with a focus on older adults, but we quickly uncovered something bigger: the real insight comes from the moments that shift lives, at any age. We help brands see those moments clearly and act on them, whether they're life stage transitions, cultural shifts, or changes in behavior that open the door to growth.
Clients Who Have Trusted Us
Our clients have ranged from Fortune 500 companies to rising challengers and mission-driven innovators, all seeking sharper insights and smarter strategies. Here are a few of the brands who have trusted us along the way.
Meet the Founders
Morning Light Strategy is led by co-founders Dana Keilman and Nicole Munsey—partners in business, and in the belief that the best insights start with seeing people clearly.
CEO & Co-Founder
Dana Keilman
For 25 years, Dana has partnered with Fortune 500 companies to develop and launch new products & services. She believes innovation starts with a deep understanding of people's needs - and succeeds when brands meet those needs better than anyone else. Dana is known for defining the right consumer target, clarifying the value proposition, and ensuring the user experience delivers on expectations.
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Outside of work: Dana loves experimenting with new recipes, diving into fiction and adventuring anywhere outside.
President & Co-Founder
Nicole Munsey
Nicole is a senior human insights leader with 20+ years of helping brands navigate complex challenges across FMCG and durables. She's trusted by senior marketers (including C-suite) for delivering strategic recommendations that position brands for success. Nicole's strength lies in connecting the dots between consumer behavior and business growth.
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Outisde of work: Nicole is an avid reader (from sci-fi to non-fiction), traveler, and board game enthusiast who never minds leaning into her nerdy side.
Why Work With Us
We're more than researchers. We're strategic partners who help you navigate a complex, fast-shifting world.
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Senior expertise on every project: No hand-offs, no junior teams
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Depth across audiences & markets: From older adults and caregivers to the next generation of consumers
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Tools that uncover the "why": Including Life in Motion, cultural shift tracking, category mapping, brand equity analysis and custom research
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Insights that drive action: from innovation roadmaps to marketing strategies
We've worked with leading brands, agencies, and organizations to help them see the opportunities others miss. Along the way, we've spoken at major industry events like ESOMAR Trends Horizon, Insights Association Annual Conference, OnAging, and LeadingAge.
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We're proud members of the Insights Association, Silver Marketing Association, Women's Business Enterprise National Council (WBENC), National Aging in Place Council, and AARP AgeTech Collaborative.