Axis is your starting point.
Aim is the direction that moves your business forward.
Axis & Aim is a custom research and strategy consultancy.
We help brands, teams, and organizations understand where they are now and define where they want to go. We take the time to understand your business, your goals, and the people who need answers, so we can deliver insights that matter to your stakeholders and move your business toward its objectives.
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We know the categories and the people who shape them
From dermatologists to policymakers, cattle producers to patients, we’ve spent years listening to the people you're trying to reach. We uncover what they care about, what gets in their way, and what the stakes truly mean to them. Our work is grounded in those conversations, bringing nuance and relevance to every project.
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We believe that insight isn’t the end, it’s the beginning
We translate findings into strategic frameworks, sales enablement tools, messaging guidance, and leadership-ready reports that move projects forward. And because we’ve worked across industries, from neurotoxins to NATO, you can trust that we’ll bring big-picture thinking to every engagement.
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Our thinking is always geared toward the bigger picture
Good research doesn’t happen in a vacuum. We pay attention to what’s changing across industries, audiences, and the way people work, so the work stays relevant and grounded in the world around it. That perspective helps us bring smarter approaches and timely context to every project.
Our Approach
Meet The Founder
Emily Peet
Founder & Principal
emily@axisandaim.com
Emily Peet is an award-winning research and strategy leader with nearly a decade of experience helping global brands, purpose-driven organizations, and C-suite teams make smarter decisions through research that drives real results.
Her work spans consumer healthcare, aesthetics, global development, higher education, and agriculture, with clients including the World Bank, NATO, WHO, top PR agencies, and healthcare disruptors.
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Before launching Axis & Aim, Emily served as Senior Director of Research and Analytics at a leading PR and digital marketing agency in New York City. There, she led agency-wide AI integration efforts, developed scalable brand tracking tools, and turned audience insight into strategy, both for clients and internal teams. She worked across a portfolio of prestige consumer and healthcare brands, helping them navigate shifting expectations and make smarter, data-informed decisions.
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Earlier in her career, she was Director at Rockland Dutton Research & Consulting, supporting global institutions and agriculture checkoff programs. She helped organizations like the World Bank and NATO build communications M&E frameworks that unified KPIs and reporting across more than 170 countries. She also played a lead role in IATA’s yearlong COVID-19 global impact poll, delivering the insights needed to restore passenger trust during one of the most turbulent periods in modern air travel. At the same time, she was in the field (literally) gathering producer sentiment inside cattle auctions and orchards ahead of major referendums.
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Emily has been recognized as a Campaign US Inspiring Woman (2025), published in academic and industry texts, and invited to speak on the future of measurement, data visualization, and the evolving role of AI in communications.
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She founded Axis & Aim to return to the kind of work she believes in most: research that starts with listening, ends with action, and drives meaningful change.
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