Abby Goodell

Abby didn’t plan on a career in market research, but it turns out curiosity, adaptability, and a love of connecting people and ideas make for a perfect fit. As Vice President at Fieldwork, she leads Fieldwork’s Global Field Management team and brings over two decades of qualitative research experience along with an unshakable belief that details matter (because they often do).

From medical device usability to global B2B studies, Abby has built a reputation for managing complex projects with calm precision and a side of wit. She’s known for her “always-be-helping” approach, her ability to anticipate what clients need before they ask, and her knack for keeping even the most chaotic research days running smoothly.

Based in the U.S. with projects spanning the globe, Abby leads with both strategy and empathy, helping clients focus on what really matters: the research.

When she’s not orchestrating studies around the world, you can find Abby, her husband Joey, and their two daughters exploring their Brooklyn neighborhood or planning their next adventure somewhere far from home.

Where can she help take you and your research next?

More About Abby:

What’s your favorite qualitative research methodology?
One of my favorite parts of managing international qualitative research is the variety it brings to the day-to-day management experience. In-home ethnography interviews highlight this aspect more than any other methodology. Executing successful research can look different to someone non-native which is why we pride ourselves on helping with the cultural aspects of traveling abroad for interviews. This could mean taking off your shoes before entering someone’s home in most of Asia, limiting the number of researchers given smaller home sizes throughout Europe or bringing along a translator to interviews in countries where the English spoken may vary significantly from the English spoken in your native country.

We’ve also been known to setup local tourism guides or cultural experiences and provide restaurant recommendations for clients on their non-interviews days to make the most of their trip!