Kristen Guth is a Senior User Experience Researcher at Snowflake, Inc. Kristen is a social scientist research leader focused on change at the intersections of strategy, technology, innovation, and the digital space. Before Snowflake, she built the User Research organization at Reddit, which delivers tactical and strategic insights across product areas such as advertising, community, content, growth, and internationalization. She also led PayPal’s large enterprise research strategy across more than 200 countries and regions. Kristen’s research has been published in journals such as Ethnography Praxis in Industry Conference (EPIC) and Social Media & Society, and presented at various conferences, including EPIC, UX Strat, Qual360, the Academy of Management, and the Association of Internet Researchers.