Gina Derickson

Gina Derickson
VP | Research & Consulting

Follow Gina: LinkedIn

A 20-year veteran in the industry, Gina has done every type of qualitative research: from new product development with J&J and P&G, to directing research at IPSOS for telecom giants.

She leads our research projects and moderates online groups like a rockstar. She is an expert in moment-to-moment feedback on dynamic stimuli, such as front-end validation, experiential products, positioning, and video content.

Gina has recently been the lead qualitative researcher on the Back-To-Normal Barometer tracking study, and has presented those results to the US Chamber of Commerce (USCC), Washington International Trade Association (WITA), US Travel Association, and others.

Gina’s work has been featured in Quirks,  USA Today, CNN, and The New York Times.

In Her Own Words…

What is the most interesting or memorable project you’ve been a part of?

Launching the Contour Curved Cutter Stapler at Ethicon Endo-Surgery. I worked on it from development to launch. It was such a novel idea that revolutionized surgical stapling and really met a need to improve patient outcomes by preventing permanent colostomies for colorectal patients.

What is one thing people don’t generally know about you?

I always wanted to work in market research, ever since I was really young and saw what my dad did for work (he worked at P&G for 32 years in market research). It wasn’t my first career though, which was a laboratory technician.

Where in the world do you most want to visit?

Japan – several times over the next three years, to visit the grandbabies (and their parents of course).

What’s the strangest thing on your desk?

Not on my desk, but in my desk. I have a drawer of treats and chewy sticks for the dogs (two german shorthaired pointers), who are often sleeping near me while I work.

What’s the best hotel amenity you’ve ever received?

One summer we went to Hawaii with our kids and their teenage friends. We stayed in a timeshare, but the last day we had a midnight flight home but had to leave the timeshare in the morning. We used points to redeem a very high-end hotel room for the day so we could jet-ski during the day and have somewhere to shower before our flight. So it was a beautiful room that we never even slept in.

What is your favorite / least favorite:

Word: Family / Wreck
Smell:  Vanilla / Decomposing flesh
Sound: Giggling grandchildren, and when they say “Gigi” / The test of the emergency broadcast system sound

What’s your idea of a perfect weekend morning?

Sleeping in, then going to our 14-acre “farm” to relax and explore.

What food could you not live without?


Perfect sandwich?

Schnitzel on german bread (while sitting in Germany, with a bier)

What’s your favorite drink?

Dr. Pepper, from the fountain over crushed ice

In your next life you’d like to be?

Artistic – would love to apply an artistic eye to so many things, like home design, cooking, fashion.