Holland Martini

Co-Founder & Chief Insights Officer

GoodQues

Holland Martini is redefining the role of research in business, proving that data without creativity is just numbers on a page. One of the forces behind the “anti-research” research company, she has spent her career quantifying consumer perspectives—but her real mission is to infuse the field with emotional intelligence and human insight. A sought-after speaker at FastCompany, Social Media Week, and beyond, Holland challenges traditional thinking, advocating for a more empathetic and creative approach to data. Her work has been published in leading industry publications, and she’s passionate about transforming raw numbers into narratives that inspire action. She co-founded GoodQues as a deliberate fusion of creativity, rigor, and empathy—breaking free from the rigid orthodoxy of qualitative and quantitative research. The goal? To make business decisions more human, period. Before GoodQues, Holland led data strategy at Grey (WPP), and applied advanced analytics and consumer insights to global powerhouses like J&J and Mars, proving that smart numbers need sharper storytelling. With a degree in Managerial Economics, she bridges the gap between analytical precision and human connection, unlocking the potential of empathic innovation in every project.