Our Approach

We are like Uber, Priceline, and Overstock.com. We provide the high quality service you demand, at a fraction of the cost. How? we have taken most of the cost out of the business 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? 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

Chief Insights Officer & 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 keep 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 Connecticut, 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.


Alan Karr, Ph.D.

Survey Statistics, Sampling and Weighting Subject Matter Expert

Alan F. Karr is Principal of AFK Analytics, LLC. Previously, he was Director of the Center of Excellence for Complex Data Analysis (CoDA) and Director of Business Development for the Division of Statistical and Data Sciences at RTI International; Director of the National Institute of Statistical Sciences, Professor of Statistics & Operations Research and Biostatistics at the University of North Carolina at Chapel Hill; and a founding Associate Director of the Statistical and Applied Mathematical Sciences Institute. Prior to moving to North Carolina, he was a tenured professor and associate dean at Johns Hopkins University. He received a Ph.D. in Applied Mathematics from Northwestern University.

Karr’s research centers on cross-disciplinary and cross-sector collaborations involving statistics and such other fields as data confidentiality, data integration (including record linkage and model-based methods), data quality, data availability, survey methodology, education statistics, healthcare, transportation, aging, the scientific workforce, software engineering, disease surveillance, and materials science. He holds one patent, and is the author of three books and more than 150 scientific papers, the majority of which have co-authors from disciplines other than statistics. Karr is a Fellow of the American Association for the Advancement of Science, the American Statistical Association and the Institute of Mathematical Statistics, as well as an elected member of the International Statistical Institute and the Johns Hopkins Society of Scholars.

 Julia Vonderheide

Analyst and Content Creator

Julia is an experienced Analyst with a demonstrated history of working in the market research industry. Skilled in Advertising, Marketing, Digital Marketing, Research, and Business Administration. Strong business development professional with a Bachelor of Business Administration – BBA focused in Marketing from University of Cincinnati Carl H. Lindner College of Business.

Julia resides in Cincinnati and enjoys yoga and excellent coffee.

Candace Adams, Ph.D.

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, Ph.D.

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, Ph.D.

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.


Lyndsay Coleman

Analyst, Proposal Coordinator and Project Manager

Lyndsay has a background in grant writing, fundraising, public administration and health care. She is dedicated to providing the highest quality insights for clients, is mission driven and dedicated. She has a proven ability to develop and execute data-informed, targeted, multi-objective strategies for arts, non-profits and health initiatives. She excels in connecting and cultivating data to tell compelling stories and bring Insights to life. She is passionate about building and leveraging strategic partnerships to increase value for clients and develop activation plans from research.

Lyndsay resides in Cincinnati with her cat Jones and enjoys Salsa dancing, ballet and music. She is also a trivia ringer and stand-up comic.