Hootology Founder Stefanie Francis Blazes a New Trail with Market Research

Jessie Wagoner
BEQ Pride Magazine

Every industry has its "Mad Men era" thinking; the sacred practices nobody questions because that's just how it's always been done. In the market research industry, Stefanie Francis has been questioning it since day one. This profile traces the founding philosophy behind Hootology: ditch the sterile focus group room, bring in psychology, technology, and genuine human experience, and never just drop off a report. What emerges is a picture of a founder who built something different not by rejecting research rigor, but by refusing to let it get comfortable. A great origin story for anyone curious about where HOOQZ came from.