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. 


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.

Cecilie Løvestam

Director, UX Research and Operations

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. 

Anna Lucas

Director, UX Research and Operations

Over the past ten years, Anna's work has been dedicated to building community and crafting meaningful experiences within education and the social impact space. Anna holds a bachelor's degree in Psychology and Leadership studies, as well as a master's degree in Applied Positive Psychology from the esteemed MAPP program at the University of Pennsylvania. Anna's personal research centers around cultivating community connection and enhancing collective wellbeing. In addition to her work with Generation Focus, Anna has an independent consulting practice and translates the science of Positive Psychology to support individuals and organizations to thrive! 

Yani Aldrich

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.

Michelle Heckert

Research Coordinator

Michelle Heckert is Generation Focus' Research Coordinator. 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

Project Manager


Jenny Lee serves as the Associate 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. 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.