Where Human Behavior Informs Hard Decisions
Jenny helps teams translate behavior into confident decisions by simulating how real consumers choose, supporting work before, between, and after qual and panel cycles as decisions move toward lock-in.
Where Innovation Meets Intelligence
Innovation risk is not a data problem. It is a decision problem. Teams rarely fail from a lack of research. They fail from overconfidence in the wrong signals.
Jenny translates real human behavior into decision clarity, helping teams see what is likely to work, what carries risk, and where learning still matters before commitment. Built for teams that move fast but care about getting it right, Jenny grounds decisions in behavior so outcomes are clearer before choices lock.
What We Believe
- Learning should remain low-risk until decisions begin to lock.
- As options narrow and reversibility disappears, decisions must get smarter.
- Confidence comes from clarity under tradeoffs, not more surveys.
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The People Behind The Jenny Project
We’re a team of researchers, engineers, and strategists rethinking how innovation teams understand consumers and how decisions get made.
The Jenny Project was born at the intersection of behavioral science, enterprise insights, and applied AI. Our founding team combines big-brand experience from companies like General Mills with startup speed and modern data thinking spanning marketing, predictive analytics, and go-to-market execution.
Together, we’re building tools that turn understanding into action and help brands make smarter choices before they commit resources.
Matthew holds a PhD in quantitative social sciences and formerly worked in Consumer & Market insights at General Mills, having led the Predictive Intelligence Unit. He started The Jenny Project with the desire to expand our capacity to understand human behavior, ironically by using Artificial Intelligence. Born and raised in MN, he enjoys climbing anything with the slightest elevation.
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Lee leads go-to-market strategy and partnerships at The Jenny Project. He is a two-time founder with exits in both a marketing agency and a consumer marketplace. With over a decade in sales and growth leadership spanning enterprise SaaS and emerging tech, he’s helped teams adopt AI and tools that make work smarter and decisions sharper. Outside of work, he enjoys hiking with his wife and daughter.
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Bailey holds an MSBA from the Carlson School of Management. Shortly after, he joined General Mills, collaborating with Matt Walz on Forecasting and Predictive Intelligence initiatives. As a programmer, he is drawn to the engineering challenges in the rapidly evolving field of artificial intelligence. Outside of work, Bailey enjoys quality time with family and attending live sporting events.
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Ed leads platform engineering and infrastructure at The Jenny Project with a steady hand and deep technical experience, He builds systems that are fast, scalable, and resilient, and has worked across fintech, health tech, and consumer apps—specializing in cloud-native architecture, DevOps practices, and infrastructure automation. He holds down the fort in sunny SoCal.
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John leads customer success at TJP. With 25+ years of experience partnering with top Retail, CPG, and Manufacturing brands, and previously working with founder Matt Walz, he's helped teams unlock the full value of consumer insights, forecasting, innovation tools, and emerging AI technology. Outside of work, John enjoys going to concerts with his wife and three kids, and adding to his 3,500 record collection.
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Edlyn joined TJP working across data, website updates, and content creation, and now helps keep operations, customer success, and product development running smoothly. From board materials and pitch decks to coordinating with vendors and accountants, she makes sure teams have what they need to focus on the big picture. Off duty, you’ll probably find her at the beach, lost in a book, exploring new foods, or diving into an RPG world.
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We're hiring!
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Take the First Step Toward Smarter Insights
See how AI-driven consumer replicas are reshaping decision-making—delivering faster, smarter insights for real business success.
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