What We Do

Generation Focus is a customer discovery research firm committed to providing inclusive research solutions that are tailored to fit your business. By listening to our clients' needs and curating our services accordingly, we connect companies to valuable data that help guide business decisions.

Simply put, we uncover powerful insights that drive meaningful action.

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Our Team

Our team members are located across the U.S. and Europe.

Yani-Aldrich
UX Research Specialist

Yani Aldrich

Yani's dedication to exploring global cultures has fueled her passion for international customer research and ethnography in business. Yani has an MS in Global Affairs from New York University and a BA in Sociology from The College of New Jersey. Her background includes Sociology, Anthropology, Global Affairs, International Law, and Human Rights. Yani loves to study foreign languages and has working knowledge of Japanese, Korean, Mandarin, and French.

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Associate Project Manager

Gabriel Barr

Gabe earned his Bachelor's in Biology and Business Leadership. He has a background in providing healthcare services and has experience working with people from a variety of backgrounds. Gabe also enjoys getting to know new cultures and has spent time living in Central America, where he gained fluency in Spanish. His experiences have led him to pursue work that allows him to connect with people and improve their experiences and interactions. Outside of work, Gabe enjoys spending time with his family, being outdoors, and staying active.

Joanna-Beer
Founder

Joanna Beer

Joanna started Generation Focus in 2017. Before founding the company, Joanna worked in financial services where she managed data-driven products and services. Joanna has an MSc in Management from New York University and a BA in Global Studies from Warren Wilson College. Joanna has lived and spent time in many countries. She enjoys traveling, learning, and making connections with people from around the world.

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Research Coordinator

Chastine Centeno

Chastine, being inquisitive in nature led her to transition from her background in Nursing to Computer Science. She believes in the notion of meaningful research work aligned with data analysis hence the continuous zeal to further her education. Chastine spearheads a variety of projects in the marketing and technology sector. On a typical day, she enjoys her day with a cup of coffee while listening to funny podcasts.

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Research Coordinator

Andie Davis

Andie earned her BBA in Marketing from the University of Wisconsin-Madison and earned her certificate in User Experience Design from General Assembly. Her background in UX and previous experience working in social media marketing inspired her passion for improving the user experience through discovery driven research and user-centered design. Beyond research, Andie enjoys cooking, music, and skiing.

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Project Manager

Justine Diaz

Justine has a background in Applied Psychology and is driven by making connections and understanding human behavior. After receiving her BA in Psychology from New York University, Justine focused on creating positive experiences by working in quality assurance and events. Having worked in home care for people with disabilities and the elderly, Justine is dedicated to creating comfortable environments and to fostering diversity and inclusion in research operations.

Amy Hollan
People Operations Manager

Amy Hollan

Amy brings over 20 years of human resources leadership and consulting experience in a variety of industries to her role as People Operations Manager.  She holds a BS in Human Resources Management from Franklin University. Amy combines business know-how with creative flourishing and is also a visual artist, writer, and passionate fan of coffee and Emily Dickinson.

Jenny-Lee
Managing Director

Jenny Lee Costello

Jenny studied Psychology and Consumer Behavior at the University of Southern California, and received her Event Planning & Management Specialization from UCLA. She is currently pursuing her MBA. At USC, Jenny’s research focus was on social projection & culturally displaced aggression. Jenny’s diverse background combines corporate, nonprofit, and agency experience. She is passionate about the intersection of the human experience and has expertise in conducting and managing user-centric qualitative research. 

Cecilie-Lovestam
Managing Director

Cecilie Løvestam

Cecilie's background in psychology, research, and anthropology has fueled her dedication to the study of human behavior and the factors that allow people to thrive. Cecilie has a Master's degree in Applied Positive Psychology (MAPP) from the University of Pennsylvania and a BSc in Applied Psychology with a minor in Anthropology from New York University. She is passionate about applying her expertise in Positive Psychology to create positive participant experiences.