Maria Vorovich | Source | Co-founder at GoodQues
Maria Vorovich
A refugee who grew up in Brooklyn, Maria is an award-winning executive, bringing ‘research with soul’ to brands. As a cofounder of GoodQues, an “anti-research” research company, she is committed to redefining consumer insights practices using a human-design approach to data. Named top global research company in 2020 and 2021 by the StartupPill. Named as one of the fastest growing companies in the U.S. by Inc Magazine in 2023, GoodQues partners with clients like TikTok, Feeld, Nutrafol, Meta, Pepsi, B&G and more. Maria regularly speaks about ‘humanity in research’ for audiences at SXSW, Adweek, Columbia university and more. Throughout her career, both on the brand and agency side, Maria has launched, built and repositioned companies for success — overseeing strategy for brands such as Covergirl, Marriott, McCormick, and more — earning EFFIES, Cannes Lions and Clio Awards along the way.
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GoodQues
Co-founder
started Feb 2019
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How These Co-Founders Monetized Their Market-Research Mind-Meld I Inc Magazine
Inc Magazine coverage of GoodQues going beyond focus groups to the humanity in the data.
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134 Colorado companies rank among the fastest-growing in America, according to Inc.
These local businesses pulled in $8.5 billion in total revenue and added more than 15,100 jobs over the three-year period.
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A consulting startup has worked with Jameson and Biotrue. A pitch deck shows its unconventional approach to research I Business Insider
Business Insider coverage of GoodQues and how its unorthodox methods are more effective than conventional research.
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"Goal orientation gives us purpose and meaning – but goal obsession makes us psychologically immobile and incapable of seeing the full picture. Consider how 2024 can be your year to embrace feeling out of control – welcoming the idea that despite all the data in the world, you may still not know 'for sure.'"
"Consider words such as: strategy, target, tactics, blitz-scale and guerilla marketing. Military language proliferates in marketing culture and inadvertently impacts how we think about the people we exist to serve by framing them as enemies."
"It is one thing to survey people; it’s an entirely different practice to connect with people, encouraging them to open up and share their truth. I believe research needs to be an active empathy practice."
"Worship insights! — Every company decision should start and stop with the target audience. Brands that are consumer-obsessed are the brands that are the most trusted and believable."
