Decoding Human Behavior
Jenny helps innovation teams translate behavior into confident decisions. By simulating how real consumers choose, Jenny reveals what will resonate, what carries risk, and where to focus investment—without panels, surveys, or slow traditional research cycles.
Where Innovation Meets Intelligence
Innovation risk isn’t a data problem—it’s a decision problem. Most teams don’t fail from lack of research—they fail from overconfidence in the wrong signals. Jenny turns behavior into decision clarity, revealing what will resonate, what carries risk, and where learning is still cheap.
The Jenny Project was built for teams who move fast but still care deeply about getting it right—whether they’re testing a product route, packaging direction, or market hypothesis.
Jenny brings predictive confidence to innovation. Every decision is grounded in real behavior, not assumption. Powered by AI simulations, Jenny models market reactions at scale—helping teams see outcomes before they commit resources and where one-way doors begin to appear.
What We Believe
- Learning should stay cheap for as long as possible.
- Decisions should get smarter as reversibility disappears.
- Confidence comes from clarity—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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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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