A Modern Research Firm

We are a research operations firm built to provide a cutting-edge customer experience.

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

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What We Do


When it comes to user research, Generation Focus makes sure the pieces fit. Our modern and creative approach is designed to procure valuable insight from your target audience.  We are a team of people who are passionate about research. It motivates us to refine and transform our techniques for better results. From grassroots solutions that are fully customized to fit your business to end-to-end research and complete panel management, we work for your brand with your audience in mind. 

Yani Aldrich

UX Research Specialist


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.


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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Justine Diaz

Project Manager

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.


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Danish Khan

Account Manager

Danish holds a B.S in Business Administration and a minor in Cinematic Arts from the University of Southern California. He previously worked as a researcher at the American Chamber of Commerce in Australia and in scripted development at Panoramic Media Company. Throughout undergrad he extensively researched federal regulations in education and Chinese foreign policy. His experiences in academic research inspired him to pursue more human-centered work through UX. Beyond research, he loves movies, music, basketball, and fashion. 

Jenny Lee

Managing Director



Jenny earned her BA in Psychology with a minor in Consumer Behavior from the University of Southern California, and received her Event Planning & Management Specialization from UCLA. At USC, Jenny’s research focus was on social projection & culturally displaced aggression. Jenny’s diverse background combines corporate, nonprofit, and agency experience. Previously, Jenny worked for a nonprofit foundation administering national educator awards as well as a global scholarship program. She also worked as a corporate and nonprofit meeting planner orchestrating international events.

Cecilie Løvestam

Managing Director


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. Cecilie has contributed to academic research at NYU’s Mindfulness and Education Laboratory and to NYU's research initiative The Human Project. 

Andrew McGrath

Sr. Consumer Research


Andrew holds a Bachelor of Science in Environmental Engineering Technology from the University of Wisconsin - Oshkosh. Andrew has led and managed consumer research initiatives at some of the largest CPG manufacturers in North America. Andrew is a certified Focus Group and IDI moderator and has a passion for leading in-depth interviews. His blend of expertise enables succinct, strong insights generation for highly-technical information that can inform product development, marketing, and sales teams. Beyond his passion for research, Andrew enjoys Brazilian Jiu Jitsu, snowboarding, and travel. 

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Sharon Taylor

Research Operations Specialist


Sharon has a Bachelor of Fine Arts from Massachusetts College of Art and Design. Post graduating, she became a multimedia contractor, gaining over 5 years of experience leading projects, mostly for small businesses. After completing a UX certification, Sharon decided that the field of research was where she was meant to be. With a great love for people and communication, Sharon’s passion lies in improving the user experience through a human-centric approach, promoting a culture of success, based on innovation and user satisfaction.