Toya Mitchell joined Mintel Reports in 2016 and focuses on multicultural research, specifically Black consumers. Her background as a communications strategist – tasked with understanding the consumer and shopper journey across information collection, consumption, and shopping – provides a unique perspective of what factors drive consumer behavior. She has worked under her own banner, Third Eye Insights, providing communications planning services for advertising agencies, not-for-profits, consumer utilities, and CPG companies. Prior to Third Eye Insights, Toya was the Product Director at IRI’s Center for Media Excellence, providing shopper digital targeting, campaign optimization, and sales lift analysis consultation for agency and client teams. Toya launched her career as a media and communications planner, working at several advertising agencies for clients such as P&G, Ford Motor Company, and Sears. Toya holds a Bachelor of Science in Advertising from the University of Illinois at Urbana-Champaign and an MBA from the University of Chicago - Booth School of Business. She is from and currently lives in Chicago, Illinois.