Joanna fell in love with qualitative research in 2002 during her undergraduate studies in Psychology. After learning the academic-based approach to qualitative research, she went on to pursue a career in marketing, where she worked closely with strategy teams doing focus groups and marketing research. Prior to InterQ, she worked on some of the world’s leading brands, including Anheuser-Busch and Nestle. Joanna leads the InterQ team in research design and reports and helps manage operations at InterQ. She is a member of the Qualitative Research Consultants Association, a lecturer at Founders Space — an accelerator and incubator in San Francisco — and a guest lecturer at the University of San Francisco.