Greenbook Future List Spotlight: Jasmin Goodman

Editor’s Note: The following interview features a 2024 Greenbook Future List honoree, Jasmin Goodman. The Greenbook Future List recognizes leadership, professional growth, personal integrity, passion, and excellence in the next generation of consumer insights and marketing professionals within the first 10 years of their careers.

Dr. Jasmin Goodman, Founder of The J. Michelle Group, combines academic insights with real-world research, focusing on diversity and authentic storytelling in entertainment projects. As a qualitative researcher, she amplifies the experiences of the African-American community and engages in community initiatives like CultureMRX. 

Dr. Goodman's expertise spans industries, including financial services and entertainment, where she delves into important topics like Black Lupus patients' perspectives on clinical trials. With a background in media and entertainment research, she has worked with major platforms like HBO Max and Netflix. Committed to growth, she actively participates in industry conferences and training programs and was recognized with QRCA's Young Professionals Grant in 2021 for her impactful contributions to qualitative research.

Outside of insights, what are your passions and interests?

As the daughter and stepdaughter of adoptees, I recognize the impact of early childhood experiences on academic and career achievement. Because of this, a few years back, I was appointed a Court-Appointed Special Advocate (CASA) for children in the foster care system. In this role, I was responsible for monthly home and school visits for a sibling set, conducting additional research to support recommendations for physical, mental, and academic support, and representing the children's best interests in court. This volunteer work opened my eyes to the disparities children in foster care face and how they can impact future academic, economic, and social outcomes.

When did you know you wanted to enter a career in insights, and what inspired you?

A colleague from academia asked if I could moderate a series of IDIs for a life sciences company. Although relatively unfamiliar with the field, I knew I could deliver what they needed – actionable insights to help senior executives better understand the needs and experiences of Black patients. After the first interview, I knew I'd found a new career path. I felt a deep sense of gratitude knowing that the participants trusted me to tell their story in a way that could spark change. Their strength, courage, and vulnerability inspired me to continue doing this work. I've since had the opportunity offer cultural and qualitative expertise across a variety of industries.

What do you think the key characteristics or qualities of a leader are? How does this play into MRX?

A great leader is someone who can empower and motivate from a place of empathy. She is someone who is secure enough in what she's accomplished that she (1) shares information and (2) actively creates opportunities for others to shine. I've noticed that some of the most successful people in MRX are intentional about developing others around them. Whether it's taking informational meetings with newbies, referring trusted consultants for project work, or nominating emerging leaders for opportunities such as this, leaders see beyond themselves for the good of this industry. Strong leaders produce strong leaders.