Our Approach

We are like Uber, Priceline, and Overstock.com. We provide “just in time” solutions, and we have little to no overhead expenses. This also means that we do not have capacity issues. Our resources are vast and easily accessible.

Triple Constraints

Our business model conquers the constraints of quality, cost and timing. In terms of quality, we ensure our clients that all researchers are trained at the graduate level, and that all of our work is based off of rigorous scientific research design. Extensive experience on both client and supplier side also ensures proper alignment and clear objectives.

As mentioned above, we carry no overhead, so costs can stay low. We have an ‘on demand’ staffing model, efficient sample sizes based on scientific principles, and custom ad hoc pricing.

Lastly, we approach timing with the upmost concern for your needs. We use a flat structure, with collaborative research briefs and templates. Our state-of-the-art tools and highly skilled researchers save valued time. Under our highly disciplined project management, we provide updates and and timelines for all projects.


Meet the Team

Who’s behind the research? Since personnel is our only real asset, we have carefully comprised a team of well rounded individuals, who have a critical combination of education, experience, and personality. All researchers have a stake in the business, making us motivated to perform above and beyond our client’s expectations.

John Huffman

Founder & CEO

John Huffman has 20+ years of research and insights experience with iconic brands such as Walmart, Bank of America, Nielsen, and Capital One. He has lead research and consulting projects in a wide variety of fields, including retail, agriculture, financial services, membership organizations, advertising, education, food, and beverages (including beverage alcohol). John has also lead large research engagements in marketing effectiveness, segmentation, path to purchase, new products & services, customer satisfaction, and brand equity.

John holds a B.A. in Communication from the University of South Florida and an M.S. in Political Science from Florida State University. John is also a Veteran of the U.S. Army with 22 years of service, both Active and Reserve. He is a member of American Legion Post #123.

Outside of work John enjoys ballroom dancing and is a soccer referee, both of which keeps him on his toes.

Sirisha Nukala

Founding Board Advisor

Dr. Sirisha Nukala is a pricing and analytics executive with a wide range of experience in several industries on both the client and supplier side of the business.

Dr. Nukala holds two Masters degrees, Statistics and Industrial Engineering, and a Doctorate in Statistics and Retail Management. She has held executive positions with Nielsen, Walmart and Aaron’s as well as a Post Doc at the University of Tennessee working on RFID, forecasting, and experimental analysis.

Sirisha resides in Atlanta, enjoying yoga retreats, working with young adults to help them pursue the right path and raising twin boys all of which gives her a reason to drink more coffee.

Kelly Sobeck

Founding Member & Senior Consultant

Kelly Sobeck has 20 years of research experience and has held leadership positions with Nationwide, JP Morgan Chase, and McGraw-Hill. She has also held positions with Dun & Bradstreet and Kraft Foods.

Kelly splits her time between Columbus, Ohio and Atlanta, Georgia. She is a thought leader and excels in the areas of innovation, growth, marketing strategy, and business intelligence and has led project of all sizes and across the spectrum of marketing and insights.

She holds an MBA in International Marketing and Applied Statistics and a Certification in Market Research from the University of Georgia.

She is an avid runner and loves to cook. She also enjoys traveling and just returned from Prague and Budapest.

Whitney Easton

Senior Consultant

     Dr. Whitney Easton is Senior Consultant and an anthropologist by training. She has expertise with interesting and uniquely effective qualitative methods such as semiotics, life logging, and photo elicitation, in a variety of industries.

Her practice fields include retail, restaurants, tourism, and agriculture. She is particularly adept at understanding the context with which consumers make decisions and using this context to

Dr. Easton holds a Masters degree and PhD from Emory University. She is also a professor at Agnes Scott College in Decatur, GA and has won national awards for Innovation and Teaching Excellence.

Outside of work Whitney enjoys Argentine Tango and tennis. Milonga anyone?

Jill Rogers

Senior Project Manager & Director

Jill has 25+ years managing clients and projects. Jill is fluent across the full range of project management, including budget management, recruiting, scheduling, staffing requirements, client management, cost estimates for proposals (for large and small-scale projects).

Her practice fields include financial services, CPG, retail, beverages, telecommunications, shopper marketing, category management, and pharmaceuticals. She has managed projects across all types of qualitative and quantitative methodologies.

Jill is a graduate of the University of Kansas with degrees in Journalism and Advertising.

Jill resides in Kansas City and enjoys dabbling in photography, volunteering in her community, cheering on the Jayhawks, and spending time with family and friends.

Candace Adams

Founding Board Advisor

Dr. Adams is currently the CEO for the Center for Insights, Strategy, and Innovation, Board of Directors for the Urban League, Board Member of the Renaissance  Academy for the Performing Arts and Adjunct Faculty at Virginia Commonwealth University.

She was previously President, Global Retail Strategy for Smart Revenue, Vice President of Research International, Senior Research Scientist for Altria and Senior Director for Walmart. Dr. Adams holds a Masters degree in Behavioral Psychology and a Doctorate in Program Evaluation and Applied Statistics.

Candace resides in Richmond, VA, enjoys working with K-12 children to introduce them to the performing arts in dance, vocals, musical instruments and musical theater.

Elena Mastors

Founding Board Advisor

 Dr. Elena Mastors’ experience as a researcher, educator, interviewer,  and intelligence analyst provides GFI Research with several unique perspectives and executive expertise.

Dr. Mastors is currently a Lecturer with Johns Hopkins University. She previously was an Associate Professor at the Naval War College, Division Chief (Strategic Assessments) and Senior Intelligence Officer for the Department of Defense, and Dean of Faculty of the University of Phoenix.

Elena holds a Masters Degree in Political Science from the University of South Florida and a Doctorate in Political Science from Washington State University.

She enjoys fly fishing, writing, creating beautiful stained glass, and raising a teenager.

Robert Hart

Founding Board Advisor

Dr. Robert Hart is an expert data scientist, marketing strategist, and business development executive.

Robby was EVP and Head of Analytics and Modeling for NPD, SVP Marketing Science and Strategy for Ipsos, SVP and Director of Complexity Science for Harris Interactive, Partner at Hall & Partners, Director of Market Research for Gelb Consulting and Manager, Business Analysis for the Home Shopping Network.

Dr. Hart holds a Masters Degree and Doctorate in Political Science with emphasis in research methods and advanced statistical analysis.

Outside of work he is a writer, musician and accomplished footballer (soccer for those in the U.S.). Robby and his family reside in Chicago, IL.

Brenda Allen-Toon

Founding Board Advisor

Brenda is an industry veteran and retail expert. She is currently Director of Insights and CRM for Sprouts Market. She has held executive positions with Hallmark, Walmart, CapitalOne, and Hannaford Supermarkets

Brenda is an accomplished strategist and researcher. She has built and led teams in several sectors and has extensive experience with primary, secondary and syndicated research.

Brenda holds a Masters degrees in Market Research from the University of Georgia and stays active supporting the program..

Brenda resides in Phoenix and is an accomplished chef, specializing in soups and stews.