About Root & Branch

Some insights work scratches the surface. We dig deeper.

Root & Branch was founded on a simple belief: real understanding doesn't come from dashboards and surveys alone. It comes from getting to the root cause of behavior, the WHY, and then building strategies that grow from there.

We've spent decades studying consumers across gaming, entertainment, tech, and beyond. We've seen what works, what doesn't, and why companies keep missing the mark when trying to connect with younger audiences. So we built something different.

Why Root & Branch?

Because understanding audiences, or building an insights function, means seeing the whole picture. The roots that ground behavior. The branches that show where culture is growing. Root to branch, we see it all.

Meet Liz

Liz Lundy has spent 15+ years translating complex data and audience behavior into strategic insights that drive decisions at the highest levels. She's built insights and strategy functions from the ground up at Amazon Prime Video, Netflix, and Warner Bros., earning the trust of C-suite leaders and influencing billion-dollar content portfolios. At Netflix, she was part of the founding team that built strategy and research for Netflix Originals, identifying breakout franchises before internal conviction existed and shaping global expansion strategy. At Amazon, she scaled Prime Video's insights function across a 30-person global team while reducing costs and building AI-powered tools that became standard across the studio. Root & Branch is where that expertise meets a tell-it-straight approach — helping companies build insights infrastructure and decode the audiences that matter most.