Active Ingredient

Tracy Weatherby is the founder of Active Ingredient, a consulting firm dedicated to solving Product & Customer Marketing Challenges through Strategy, Research & Analysis. Tracy has 20 years of experience in the technology and healthcare markets. Active Ingredient helps clients build solid, profitable businesses with strong growth prospects. Active Ingredient's clients include Fortune 500 companies such as Cisco Systems, Oracle, and Adobe Systems as well as early stage companies such as Cubist Pharmaceuticals, Placeware & Nextance. Active Ingredient's industry experience spans technology (enterprise, education, and consumer markets) and healthcare (biotech, medical devices, and pharmaceutical). At Active Ingredient, we believe a winning business strategy results from the right blend of hard data, rigorous analysis, and a solid understanding of customer behavior and preferences. Whether you need to assess markets, understand competition, or create a whole new product category, we will create a strategy for success using market, customer, and competitive intelligence.