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. At InterQ’s helm, Joanna has built research relationships with some of the world’s leading brands, including Audi, Delta Air Lines, Visa, and Google. 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 and a guest lecturer at the University of San Francisco.