Joanna Barth

Joanna ascribes to the principle of design research that quality information quantity.


Joanna Barth is a qualitative researcher and design strategist with a passion for understanding people and translating their unmet needs into successful product and service offerings that create value across the entire product life cycle. She has over 15 years of experience leading generative and evaluative research for new product development innovation and strategic marketing. 

She has contributed her skills in research and innovation to market-leading clients including Johnson Controls, Dow Jones, Whirlpool, LG Electronics, Kryptonite, McDonald’s Corporation, Kraft Foods, Amica Insurance, Brady Corporation, General Mills, Publicis Groupe, Leo Burnett, Razorfish Corporation, and the U.S. Army.

Joanna holds a master’s degree in Human-Centered Design from the Institute of Design, IIT in Chicago and a B.A. in Art History from Oberlin College.

Her work has been published in the MIT Technology Review, the Chicago Tribune, and FORUM Magazine, Sweden. 

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