A WOMAN OWNED, CUSTOM CONSUMER RESEARCH AGENCY

Applying industry best practices and methodologies to deliver high value research outcomes. Experience and expertise is leveraged to turn data and insights into actionable strategies.

OUR STORY

Aiming to make quality consumer research more accessible to all businesses - not just the big guys - McFarland Insights & Innovation was founded by Jenna McFarland in 2021.

After ten years in corporate consumer research, Jenna learned how any business, no matter the size, can benefit tremendously from adding consumer research into their strategy.

A cartoon created by Kaamran Hafeez published in the New Yorker was a source of inspiration for Jenna when starting her own agency. The cartoon reads “I’m starting a startup that helps other startups start up.” This message resonated - launching a small business and using one's expertise to help other small businesses succeed.

Today, serving businesses big and small, McFarland Insights & Innovation, continues the mission of fueling next generation innovations with relevant consumer insights while helping brands and companies bring their consumers relevant products and services. 

OUR VALUES

Accountable

•

Clear

•

Creative

•

Efficient

•

Honest

•

Value-driven

•

Accountable • Clear • Creative • Efficient • Honest • Value-driven •

  • Accountable - To those we work with and work for 

  • Clear - Ensures the client is clear on research approach and understands why it was selected

  • Creative - In approach, recommendations and in final deliverable

  • Efficient - But won’t cut corners at the expense of quality output

  • Honest - If a request is not in our scope or expertise, we will tell the client and refer someone else, if possible

  • Value-driven - Will recommend the most value driven research approach to get the desired results

MEET THE FOUNDER

Jenna McFarland Consumer Researcher Chicago Traverse City Michigan

Jenna McFarland

Jenna is a full time independent consumer research consultant, trained focus group moderator and survey design expert. She is a member of the QRCA, trained at RIVA Institute under the late Naomi Henderson, is CoreXM Expert certified by Qualtrics, and holds a Marketing Research Certificate from DePaul University Chicago.

She has 10 years of consumer & market insights experience working with some of the world’s largest CPG, Food & Beverage and food ingredient brands to drive consumer relevant innovations and ensure a deep understanding of industry trends.

Jenna’s passion for uncovering consumer truths led her to establish McFarland Insights & Innovations so that she could share her excitement and expertise with brands, big and small.

Ready to engage with the voice of the consumer?

Find out how McFarland Insights & Innovations can help you better understand your consumer.