Who Am I?

Gail Joseph
Gail JosephPrincipal and Lead Strategist
I have 25+ years of experience in consumer insights, brand marketing, and brand strategy. I am proud to have worked at two highly respected consumer package good companies when on the client side (Unilever, and Alberto Culver) on such dynamic categories as hair care, skincare, laundry, and antiperspirant/deodorant.

I decided to leave the client side in 2007 to pursue my career passion to be a qualitative consultant. I started this stage of my career at a qualitative research firm called Insights in Marketing. I started GLJ Research in 2013.

Over the years conducting qualitative research, I have led well over a thousand marketing research projects, moderated thousands of focus groups and in-depth interviews, and have overseen close to 100 hybrid projects of in-person and online studies.

I hold a BS in Business from the University of Wisconsin, Madison and an MBA from Northwestern’s Kellogg Graduate School of Management. I am also a RIVA and Burke Institute trained moderator and serve as one of the Chicago chapter leads for the Qualitative Research Consultants Association (QRCA).

Categories I’ve Worked In

  • Frozen and Refrigerated Foods
  • Beer, Wine, Spirits
  • Ice Cream
  • Diet Foods / Weight Loss Programs
  • Air Care
  • Personal Care (Hair, Skin, AP/DEO)
  • Household Cleaning
  • Storage Containers
  • Retail
  • Fashion
  • Pet Care
  • Healthcare
  • Insurance

What Makes Me Different

I love what I do and am very passionate about it. I am super curious in a natural, genuine, and strategic way and bring out consumer truths because of this.

What really separates me from other moderators is that I am a consultant not just a moderator because I have walked in your shoes! In fact, much of my career was in brand management taking consumer insights and developing and implementing strategies behind them. I have been responsible for developing advertising campaigns, brand strategy, new products, etc. So I know what the client is going through and how insights will be used on the back end to drive business growth.

My Style

With the client… collaborative, consultative, strategic, flexible, objective, and part of the team! And of course, I love to have fun while doing it!

With the consumer… engaging, fun, and friendly in a way that challenges top-of-mind reactions to dive deeper into rooted beliefs and motivations.

Key to My Success

In the room/moderating… ability to navigate the discussion beyond the guide to uncover insights not anticipated going in. I also have the ability and personality to get consumers to divulge their deepest feelings and emotions.

In the backroom… I quickly grasp the insights identified throughout the project and put together a compelling story grounded in these insights and strategy to move my client’s business forward.

Put simply, I GET IT!

One of the Key Things I’ve Learned in Business

Don’t overthink it. Sometimes (not always) but often, the answer is easier than we think. Consumers, after all, are humans just like us!

What I like to do Outside of Work

  • Hang out with my husband and basset hounds Bentley and Bumper Cars!!!!
  • Go to Chicago street fairs in the summer, of course. I hate the Chicago winters!
  • Travel to warm places as often as I can. (I hate the Chicago winters!).
  • Eat Garrets Cheese Popcorn and Lou Malnatti’s pizza.
  • Love ‘Da Bears’ and the Cubbies.
  • Have fun!!!!!

Check out my latest blog posts below.