Kathy Justice, Senior Practice Consultant
Kathy is a Senior Qualitative Consultant at W5 with more than 17 years of experience conducting qualitative research with B2B and B2C audiences across industries. A former journalist, she has a passion for uncovering the stories behind consumer attitudes and behaviors, translating real-world experiences into insights that that inspire brand strategy and guide business decisions.
Her expertise spans exploratory research, ethnography, brand positioning, and creative testing, with particular experience engaging specialized audiences, including children, older adults, caregivers, and people with disabilities. Kathy brings consumers' experiences to life, helping clients build empathy, challenge assumptions, and identify opportunities for growth.
Kathy earned a bachelor's degree in English from NC State University and a master's in liberal studies from Duke University. She remains actively engaged in the Triangle's local arts community.
Fast Facts
Joined W5: 2009
Favorite Methodology: Dinner Discussion Groups
Favorite Quote: "If you haven't found it yet, keep looking.” — Steve Jobs
Cats or Dogs: Dogs, cats, bunnies, hamsters…pretty much any animal!
