Doing research is one thing.

Knowing what to do with it is another.

At Gundell & Company, our passion for exploring new ways to solve problems drives us to go further than simply doing research. From uncovering inspiring brand stories to identifying unique business opportunities, we deliver actionable insights, time after time.
Not because it’s our job. But because we love doing it.

Our Methods

No two businesses are alike. Which is why we offer a variety of services
designed to deliver insights that will make a difference. From tried and true focus groups
to a suite of creative development approaches, we can tailor the research that’s right for you.


Focus Groups
In-depth Interviews


In-homes, bars, office, etc.
Friendship Circles
Video Diaries
Patient Journeys
Human Factors


Online Focus Groups
Online In-depth Interviews
Bulletin Boards
Social Media Communities
Smartphone Research
User Experience Testing


Innovation Workshops
Co-Creation Sessions

Our Difference

“Tell me something I don’t already know” is the rightful expectation of any client and the guiding principle of our work. To achieve that, we infuse creativity into every aspect of our research. Four basic tenets shape our approach:


Uncomfortable Is Good

Research should make you uneasy, because you don’t know what you’re going to find. We push our clients to go beyond conventions. Redefine your competitive set. Ask your audience to create something for you. Be more transparent than you think you should be. The findings might surprise you.


Right People, Right Places

Corporate conference rooms filled with reward-seekers seldom deliver true insights. Because that’s not how people live. We recruit the right people and put them in unique environments to deliver authentic solutions. And, of course, ask the right questions.


Invent Cool Stuff

At Gundell & Company, we don’t just use innovative practices. We invent them. From our Luxury Panel – an exclusive group of high-end clients based in NY and LA, to our Push-Pin Board, which gives you a living breathing world of results, we’re always looking for new ways to deliver insights.


Our Reports Aren’t Reports

They’re road maps. Our goal is not only to give you information, but to always apply our years of marketing expertise to turn those findings into an actionable way forward. A report is worthless if it doesn’t actively help you meet your business challenges.

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American ExpressRalph LaurenAT&TGoogleTiffany & Co.CitiChanelCapital OneSamsungMondelezPfizerNeiman MarcusGlaxoSmithKlinePepsiSesame WorkshopRocheUBSSaksMeredithTylenolShowtimeVF Corp.LandorMemorial Sloan KetteringFacebook PayProctor & GambleTargetL'OrealMarsSanofiRockefeller CapitalJohnson & JohnsonMetLifeMakerBotMicrosoftNYC TourismWolters KluwerStarwood HotelsTargetDelta AirlinesPeninsula HotelsHertzVirgin AmericaCanyon Ranch

Our Team

Meet Gundell & Company. A team of marketing and research experts with over 20 years experience in virtually every vertical. Check out our bios or find us in LinkedIn.

Click on photo to reveal bio

Contact: email [email protected]

Jane Gundell

President & Founder

Jane is a leading marketing strategist and researcher who combines an instinctual understanding of brands and the people who buy them with a passion for problem- solving. She started Gundell & Company in 2000 to bring qualitative, market-based insights to her work in strategic planning and marketing consulting.

Prior to starting Gundell & Company, Jane spent fifteen years working at some of the best-known agencies in the advertising business: Chiat/Day, Ogilvy & Mather and Saatchi & Saatchi Advertising. As President at Weiss, Whitten, Stagliano, Jane developed her expertise in premium goods and a reputation for thought leadership in the luxury market.

When Jane isn’t leading groups or making presentations, she’s a fearless spinner, lover of musical theater and a closet cabaret singer. Her best audience – her husband and two young children.

Contact: email [email protected]

Erin Noonan

Vice President, Brand Strategist

Erin is a seasoned marketing professional with deep experience in the development of brand, digital and communications strategies. She has worked with some of the world’s most recognized and admired brands, including Nike, Pepsi and ESPN.

Prior to joining Gundell & Company, Erin was a group director at R/GA, the award-winning digital agency, where she spearheaded the strategic development of their first integrated online/offline/mobile campaign on behalf of The Ad Council. Before R/GA, she was the Brand Director on Virgin America at Anomaly Communications

Erin’s strategic smarts and creativity take her beyond traditional approaches and expectations, whether it’s moderating focus groups, engaging with online communities, developing user experience strategies or sketching wireframes.

When Erin isn’t working, she’s running after her three young daughters, who unfortunately, tend to run in opposite directions.

Grant Duers

Vice President, Tech & Media

Grant Duers is a veteran of the tech industry and Vice President in charge of Tech and New Media for Gundell and Company. He joined in 2006, after 12 years with the Microsoft Corporation, where he led several international teams in Sales, Marketing, Operations and Product Development.

Grant is a technically astute and innovation-driven executive who has experience creating and managing high volume web sites and managing international sales, editorial and operational teams. Prior to Microsoft, Grant spent nine years at RR Donnelley & Sons (‘the world’s largest printer’) in various sales, marketing and product development capacities. Grant holds an MBA from the University of South Carolina and recently completed an MPA from Columbia University, New York.

Challenges are nothing new to Grant — he’s an accomplished mountain climber and marathoner. And, like every other techie, Grant prides himself on blogging.

His passions: politics and baseball.

Jim Mackil

Videographer, Film Maker

Jim Mackil is a director, producer, and editor with twenty years’ experience in video and audio production and post production. Jim has executed projects for Intel, Unilever, AMC, WEtv, Disney, Wix, Vevo, New York Hall of Science, EA Sports, Deloitte, Discovery Channel, and Stand Up 2 Cancer.

At Gundell & Company, Jim polishes the distilled results of research into powerful and comprehensive client-facing materials that clarify and amplify the company’s insights.

Off of the set and out of the studio, Jim is a long-suffering student of Brazilian Jiu Jitsu. Recently, he moved with his lovely wife and fiery five-year-old daughter to a scenic Hudson River town where they’re trying with mixed success to turn a dilapidated former barn into a modernist masterpiece.

Contact Us

Let’s get coffee. We wouldn’t expect you to hire us without having a chat first.
So let’s grab a coffee, talk about your needs, our experience and how we can help you.
The coffee is on us. Or tea, if that’s your thing.

Give us a call

Or shoot us an email:
[email protected]

Contact us 212.874.1198   |   [email protected]
©2015 Gundell & Company Inc.