In 2018, New York based 8 Acre Perspective and Silicon Valley based Quonundrums were inspired to merge, forming Q8 Research, LLC. Long term friends and Q8 co-founders Seth Cohen and Jim Neuwirth shared a common vision for the role of a marketing research consultancy:  to illuminate pathways to success, empowering clients to make evidence-based decisions that propel them towards their business goals and vision.

meet the team

At Q8 we recruit only the smartest, savvy lateral thinkers and our insights reflect their collective brilliance and diversity of thought. Our senior team are involved throughout the full project lifecycle bringing decades of research and strategy experience to the benefit of every client. Together we deliver to the highest professional standards, offer deep sector knowledge and cultivate outstanding client relationships.

Seth Cohen

Senior Partner

Seth has been at the forefront of pioneering research strategy for over twenty-five years. Having held senior marketing and research positons at Excite@Home, Charles Schwab and Visa, Seth founded and led eBay’s transformational Consumer Insights team. His team was responsible for all primary research for eBay and PayPal, including advertising testing, segmentation, brand tracking, and customer satisfaction measurement. Seth moved from eBay to help launch media technology platform Spot Runner. As Vice President of Marketing for Spot Runner he oversaw their international expansion, PR, brand, product marketing and research.

In 2011 Seth founded boutique research consultancy Quonundrums with Kimberly Horning. Quonundrums quickly established an impressive client base of global technology brands and the most exciting tech start ups coming out of Silicon Valley. In 2018 Quonundrums merged with 8 Acre Research to become Q8 Research where Seth is now Senior Partner. He holds an MBA from Santa Clara University, a BA in Economics from the University of California, Santa Cruz and is a full member of the Insights Association.

Why Seth loves working in research:

I like solving problems. Business is complicated and messy, but it doesn’t need to be that way. Clients can come to us with just a question (no research brief necessary) and we can craft an answer. But it’s more than that. We create a process to explore those questions, we capture information from clients and stakeholders, and we turn it into answers that really mean something. It’s like cooking, but our pots and pans are qual and quant, our ingredients are people’s thoughts and emotions, and we serve insights that help drive our customers’ business.

Life outside of research:

Seth has an encyclopedic knowledge of movies, celebrities, and 80s songs/bands and is therefore in high demand for pub trivia contests. He is a keen cyclist, avid traveler and huge fan of Bernese Mountain dogs.

Seth’s words to live by:

“Do. Or do not. There is no try.”

Jim Neuwirth

Senior Partner

For thirty-two years Jim’s leadership in research strategy has been underpinned by a driving passion for connecting business, industry and consumer insights to business growth and profitability. He has held senior research roles both client side (Fidelity Investments, Scudder and Bankers Trust) and agency side as founder and President of Neuwirth Research Inc. (a recognized leader in financial services marketing research) and as President & CEO of Northstar Research Partners (a global research firm with offices in New York, Toronto and London). Jim has partnered with some of the most exciting brands in the world across a diverse industry base from advertising to automotive, finance to fashion, tourism to technology and everything in between. In 2013 Jim founded 8 Acre Research which again became one of the leading marketing research firms for the financial services industry. In 2018 he co-founded Q8 Research with Seth and Kimberly. Jim has been a guest lecturer for both qualitative and quantitative research courses at Columbia Business School. He holds a B.A. in Economics from Brandeis University and is a full member of the Insights Association.

Why Jim loves working in research:

As researchers, our goal is to understand the underlying factors and emotions that drive human behavior. How cool is that! We are puzzle solvers and detectives, amassing our clues and evidence in various forms and then creating a story, based on rigorous analysis, of what’s happening out there and why it matters to our clients. This is my passion and it is so much fun!

Life outside of research:

Jim has a Black belt in Tae Kwon Do and has completed numerous triathlons and three marathons. He is also a serious Rock ‘n’ Roll fan and has played guitar in the cover band Rock Steady since 2006. His proudest achievement is being Dad to three amazing boys.

Jim’s words to live by:

“If you are not willing to risk the usual, you will have to settle for the ordinary.”

Karen Mahooti

Vice President

Karen has been crafting strategic insights that deliver transformative business stories for over fifteen years. As a strategy consultant at IBM for ten years, Karen executed a wide variety of consulting projects to address the top business priorities of senior executives. These projects included business and marketing strategy development, market opportunity assessments, evaluation of market trends’ impact on clients’ businesses, value proposition development, and the creation of scalable business plans for emerging businesses and technologies. From 2013 until joining Q8 in 2018 Karen was Vice President of Client Experience and then Vice President of Client Insights at LPL Financial where she spearheaded the creation of the company’s ground breaking client experience (CX) strategy and client research capability. This work included socializing the CX strategy and client insights across the company and developing a “Client Experience Champions” program to equip and empower a cross-functional executive team to embed CX best practices in their departments. As Vice President of Q8, Karen is passionate about uncovering data-driven insights, facilitating cross-functional dialog and igniting a common vision among employees to inspire actions for impact. Karen holds an MBA from the Yale University School of Management, a BA in International Studies and Psychology from Gordon College and is a full member of the Insights Association.

Why Karen loves working in research:

I love the intersection of market research with business strategy; it’s hugely rewarding to dive into the analytics of research and use it to inform and create new perspectives and solutions to strategic problems.

Life outside of research:

Karen developed her huge love for travel and engaging people in other cultures from spending more than 5 years in both Europe and Asia, including living in Germany during the historic time when the Berlin wall came down. She is an accomplished skier, and excels at spatial skills games, which have given her the important life skill of being able to fit more dishes in a dishwasher than anyone she knows. Karen is also passionate about eco-friendly living.

Karen’s words to live by:

“It is more blessed to give than to receive.”

Amy Graglia, PhD

Research Director

Amy is an accomplished market researcher with twelve years of mixed methodology industry experience. She has a proven and diverse knowledge of qualitative and quantitative research methods with a core specialism in digital qualitative techniques. Amy has held research roles with C-VERDE and SIMO Consulting, delivering results across a wide range of issues from clean air to children’s healthcare. She has specialized in gender and urban development, exploring how inequalities between men and women influence urban design. Formerly Research Director at Quonundrums and now at Q8, Amy is responsible for developing and leading on complex end to end research strategies and insights for global and emerging start up brands from the worlds of tech to sport to fashion to financial services. Amy is fluent in Spanish and has lived and worked in Mexico City, Mexico. She holds a PhD and Masters in sociology from SUNY Stony Brook, a B.A. from UCLA and is a full member of the Insights Association.

Why Amy loves working in research:

For as long as I can remember, my life has been driven by a single question, “why are things the way they are?” Being a researcher not only allows me to answer that question, but also enables me to apply solutions that will make the world a happier, healthier, and better place to live.

Life outside of research:

Amy really loves travelling and adventures with her two young daughters. She once rode a 40 pound Mao Era bicycle 100 miles cross China’s countryside arriving at Tangshan where she was greeted, fed, and cheered on by many amused locals. She then gave the bike to a nice man who looked like he could use it, and took the bus back to her apartment at Hebei University.

Amy’s words to live by:

“Live as if you were to die tomorrow. Learn as if you were to live forever.”

Andrew Schnall

Research Director

Andrew is a seasoned strategic researcher who has contributed to successful business growth across a diverse industry base including financial services, CPG, tech, tourism and fashion. As Senior Research Manager at Northstar Research Partners Andrew applied a variety of advanced research techniques including conjoint analysis, MaxDiff, key driver and price laddering. As Research Director for 8 Acre Andrew led on a broad range of quantitative and qualitative studies aimed at informing strategy (e.g., Usage & Attitude testing, brand health), building brand identity (e.g., concept testing, pricing, thought leadership) and gauging effectiveness (e.g., social media monitoring, customer satisfaction). In his role at Q8 Andrew works closely with senior executives and cross departmental teams to develop and deliver actionable business insights. Andrew is a graduate of Lafayette College in Easton, Pa., with a BA in Economics and Business (minoring in Psychology) and is a full member of the Insights Association.

Why Andrew loves working in research:

Understanding people and what motivates their decisions has been an interest of mine throughout my life. When I was younger, I would constantly wonder, for example, how someone decided what they would wear that day, or how someone chooses where to live or who their friends will be. Market research allows me to dig into this human decision making (the wants, needs, fears, attitudes, etc.), not just for the pure intrigue of understanding “why people do what they do”, but to take that information and identify its practical implications for businesses today. What started out as a personal interest has now become a tangible tool that helps me to make some real impact in the world today.

Life outside of research:

If you’re in need of someone who can juggle and pogo stick Andrew is a useful guy to have around. He threw a no-hitter in high school baseball, was fastest rope climber in 5th grade gym class and now plays in a competitive dodgeball league. Andrew has sky dived in New Zealand and loves the NY Times daily crossword.

Andrew’s words to live by:

“No day but today.”

Omar Perez

Research Analyst

Omar has spent the last decade working in social psychology research specializing in group processes and politics. As a political researcher and consultant Omar has helped candidates achieve their goals by creating and implementing data driven integrated campaign strategies to support their run for elected office. In this role Omar has advised on voter data collection and management, campaign platform development, communication and messaging strategies. As research analyst at Q8 Omar is adept at translating mass data collection into a meaningful evidence base for decision making. His theoretical and practical expertise provides an illuminating lens through which to examine customer needs, attitudes and behaviors.

Omar received a master’s degree in Group Processes and Intergroup Relations from the University of Kent, Canterbury. He was also a research assistant for the Political Psychology Lab at the University of Kent, Canterbury where he assisted on research focusing on how power effects altruistic behavior. Omar has a BA in Psychology from the University of California, Santa Cruz and assisted with qualitative research on how the media’s portrayal of homelessness effects policy. He is a full member of the Insights Association.

Why Omar loves working in research:

I have always been fascinated by human behavior. Research allows us to deep dive into why we behave the way we do and create ways to influence our choices to make the world a better place.

Life outside of research:

A real life High School Musical star, Omar has 5 years of semi-professional vocal training from being in a competitive high school choir growing up. This is a powerful secret weapon to uncover at karaoke nights.

Omar’s words to live by:

“Be the change you wish to see in the world.”

Kimberly Horning

Co-Founder & Advisor

Kimberly has been immersed in every aspect of innovation and evolution of the research industry over the past 28 years. Today she specializes in marketing research and business strategy predominately for online, high-tech companies. Kimberly launched her US-based consulting practice in 1999. Prior to setting up her consultancy she was the Director of Research Services for Decisive Technology, an online provider of real-time customer intelligence and market research software. Under Kimberly’s leadership the research division accounted for three-quarters of Decisive’s revenue. Throughout her research career Kimberly has excelled in leading complex projects and advising numerous Fortune 500 clients on their consequent strategic direction including AOL, Microsoft, HP, Apple, Ziff-Davis, Chevron, Nordstrom Charles Schwab, Visa and Sony. Kimberly has been an occasional guest lecturer at Santa Clara University for the MBA Market Research Class and MBA Consulting Group. She has a Master’s Degree from Claremont Graduate School, a BA from Whittier College and is a full member of the Insights Association.

Why Kimberly loves working in research:

Since I was a little I’ve always been curious, always asking questions, always wanting to know why and I never grew out of that. I’ve worked on both the client and vendor side but being vendor side there are always new questions and challenges across multiple industries. We’re constantly being asked and asking about new and different ways of doing things. So I’m continually learning about all sorts of things, theories, preferences and attitudes that impact upon how we live and how we will live in the future. I find that incredibly exciting.

Life outside of research:

Kimberly is an accomplished photographer who’s had one of her shots of Kilimanjaro published in the NY Times. She is a keen ornithologist and was briefly certified as an Assistant Scuba Instructor. Kimberly prefers a real map over GPS/Google maps, loves crosswords but can’t play cards.

Kimberly’s words to live by:

“YOLO. (You only live once!)”

Emma Courtney

Brand & Qualitative Strategy

Emma has over nineteen years of experience in developing and delivering compelling brand and integrated communication strategies that deliver on every level. She was previously Chief Executive of ABL Cultural Consulting and spent a formative part of her career working for worldwide PR leaders Weber Shandwick. Emma established her successful brand, marketing and research consultancy practice in 2007 which specializes in the creative industries. She is based in the UK and joined the Quonundrums team in 2014 as UK Associate Director. In her role at Q8 Emma specializes in using creative facilitation techniques to add value and meaning to hard business strategy and brand building. She has worked across a diverse project portfolio for the company including a global market segmentation, client journey modelling study and producing brand insights and strategy for market leaders from fashion, gaming and online dating to finance, social media and major tech brands. As a Chartered Marketer Emma holds the highest professional marketing qualification in the UK. She has a BA in Philosophy and English from Queens University, Belfast and is a full member of the Chartered Institute of Marketing (UK), Market Research Society (UK) and Insights Association (US).

Why Emma loves working in research:

In the Johari’s window model there is a quadrant aligned to ‘not known to self’ and ‘not known to others’ – in other words the completely undiscovered area where we don’t know what we don’t know. This space has always been the area that excites me most. Research can uncover insights that no one had even considered and that can be a game changer for business and the wider world. Helping to make that happen is a privilege and a passion for me.

Life outside of research:

Emma has abseiled down the most bombed hotel in Europe, the Europa in Belfast, dressed in a leopard print catsuit and heels. She won £92,000 on a gameshow with her husband and sings a mean rendition of Gershwin’s Summertime. Emma is a truly terrible cook but absolutely loves eating and visiting Michelin star restaurants. She has fallen off her incredibly naughty Arabian horse about eleven billionty times but always gets back on that horse.

Emma’s words to live by:

“Your imagination is your preview of life’s coming attractions.”

Office Dogs

Rika, the Bernese Mountain Dog, is bred to be a home dog. When not running in the snow, she actively guards the office, greeting visitors with a fierce bark and warm wag of her very bushy tail. Rika is also an unrepentant thief, stealing any shoes or jackets that are not properly put away for her own personal pleasure.

Eddie, a one year old cockapoo, enjoys sleeping under a desk during the work day and snuggling on the couch in the evenings. While a cutie, he has a mischievous side, stealing items he knows he is not supposed to have for the seemingly sole purpose of getting chased.

Henry, the Harlequin Great Dane, is happiest when curled up on the sofa on a human lap. Whilst not very spatially aware Henry excels in pushing boundaries and coming up with creative solutions to problems.

Ella, the Basset Hound, is happiest when hunting for interesting smells. Once she’s got the scent nothing will deter her from her quest or persuade her to return to where she should be. If she then gets to roll in the cause of that smell (and the smellier the better) she feels like all her Christmases have come at once.

Q8 Research Coverage

Q8 operates globally through a tried and tested group of partner vendors worldwide. A member of our team is always present for our global qualitative fieldwork. We have conducted both qual and quant and integrated studies for clients spanning Europe to India to Brazil and beyond. We can therefore offer our clients global insights as appropriate to their sectors, product and markets..

our core values

Shape everything we do


Do it with passion or not at all drives every project we work on.


We’re constantly inspired by the world around us, think till it hurts and never stop learning and growing.


We work with clients rather than for them. Your problem is our problem and together we’re invincible.


The way we work empowers our clients with the trust and confidence to make their mission happen.


We lead from the front and are unafraid to push boundaries and think differently.

For Insights that drive
business success