A Modern Research Firm

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

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What We Do


When it comes to user research, Generation Focus makes sure the pieces fit. We offer an array of services such as:

Respondent recruitment. We have experience and specialize in hard-to-find respondents.

Customer interviews. From questionnaires to in-depth interviews, we've done them all.

User testing. We offer both remote and in-person testing.

Our modern and creative approach is designed to procure valuable insight from your target audience.

Why Work With Us?


If you’re looking for a better way to connect with your customers, we’re here to help. As a boutique firm, we take pride in providing grassroots solutions that we tailor to fit your business. Get end-to-end research solutions uniquely designed to fit your marketing needs, when you work with Generation Focus. 

Yani Aldrich

UX Research Specialist


Yani Aldrich has a passion for understanding different cultures and experiences which has fueled her love of research and speaking with people from all over the world. Yani holds a MS in Global Affairs from New York University and a BA in Sociology from The College of New Jersey. Yani’s background includes sociology, anthropology, global affairs, international law, and human rights and she has experience being a research assistant for various anthropology and sociology studies. In addition to Generation Focus, Yani focuses on language-learning to further her connections with others.

Joanna Beer



Joanna Beer started Generation Focus in 2017. Before Generation Focus, Joanna worked in financial services where she managed data-driven products and services. Joanna holds a Masters of Science in Management from New York University and a Bachelor of Arts degree in Global Studies from Warren Wilson College. Joanna has lived and spent time in many countries. She enjoys travelling, learning, and making connections with people from around the world.

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Justine Diaz

Recruiter & Research Coordinator

Justine Diaz has a background in Applied Psychology and extensive experience in connecting with varying demographics. After receiving her bachelor's degree from New York University, Justine focused on creating valuable and positive experiences by working in quality assurance and events. Having worked previously in home care for people with disabilities and the elderly, she’s used skills in counseling to create a safe and comfortable space for sharing. She’s also used research to implement solutions and improve consumer experience in past events. She joins the Generation Focus team as a Research Coordinator, dedicating her passion for creating positive experiences to UX Research.

Michelle Heckert

Research Operations Specialist


Michelle Heckert is Generation Focus' Research Operations Specialist. Prior to joining the team, she worked professionally in Recruiting and Human Resources at startups and larger tech companies. Her previous academic research included looking at the impact of culture on emotion, as well as the popularization of music through social media. She holds a MA in Songwriting from Bath Spa University (UK), as well as a BA in Music and BS in Psychology from Santa Clara University. Beyond research, she co-hosts The Yon-Say podcast and volunteers with a variety of AAPI-focused organizations. 

Jenny Lee

Director of Operations



Jenny Lee serves as the Sr. Project Manager for Generation Focus. She earned her bachelor’s degree 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 Løvestam'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 holds a master's degree in Applied Positive Psychology (MAPP) from the University of Pennsylvania and a B.Sc. 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 previously contributed to academic research at NYU’s Mindfulness and Education Laboratory and to NYU's research initiative The Human Project. 

Katherine Sung

Research & Recruiting Specialist


Katherine Sung holds a bachelor’s degree in Finance from the University of Texas at Austin. She developed a passion for UX through identifying user needs and finding solutions to create positive user experiences while her working in Finance, digital marketing, and project management. She has studied and worked in Europe, the Middle East, and Asia.

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Sharon Taylor

Research Recruiter


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 her UX certification at General Assembly, 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.