With over 60 years of cumulative experience in the market research industry, working with brands, research partners, and advertising agencies alike, we saw a need for an objective consultancy that can better help teams reach their goals by forming a team of experts just for them.
For each challenge, we use our unique and varied network of researchers, consultants, and industry professionals to help you get the team you need to help you reach your goals.
For each challenge, we use our unique and varied network of researchers, consultants, and industry professionals to help you get the team you need to help you reach your goals.
Who We Are
Abigail Hollister, Principal/Owner
Abby Hollister is the owner/principal of Formative Insights. Under Abby’s leadership, Formative Insights won a 2025 David Ogilvy Award for Research Excellence for their work with Presbyterian Healthcare Services. Abby’s expertise includes communications and emotional strategies, research design, client relationship management, and consulting. Abby focuses on linking insights to marketing actions and helps clients build emotional marketing strategies through research and tactical execution of branded communications across industries.
In addition to her role leading Formative Insights, Abby is an Adjunct Professor at the NYU School of Professional Studies, teaching Achieving Consumer Centricity, and is a current leader serving on The ARF's Women in Analytics Board of Directors
Prior to creating Formative Insights, Abby led Ameritest, a research-based Brand Communications consultancy, as President, where she spent 15 years honing her expertise in advertising and creative strategy & development. Abby also built her expertise in emotional strategies and measurement as a Partner at The Rational Heart. Previous experience includes Client Service at Kantar Millward Brown and in custom research for Catalina Marketing Research Solutions. Abby is a graduate of the University of New Mexico with a degree in Marketing Management and holds her Master of Arts in Integrated Marketing Communications from St Bonaventure University.
Amy Shea, Strategy Consultant
Amy Shea is a highly decorated research expert and three-time recipient of the David Ogilvy Excellence in Research Award. As a consultant with Formative Insights, she specializes in developing data-driven brand and advertising strategies for diverse global clients, including the U.S. Army and major consumer brands.
Key Expertise & Achievements
- Narrative Analysis: A pioneer in storytelling dynamics, Amy received the ARF Great Mind Award for her work on the emotional narratives driving the consumer purchase journey.
- Strategic Leadership: Previously served as a Global Director at a NYC research firm, focusing on emotional and cognitive brand metrics.
- Customized Solutions: Alongside Abby Hollister, she leverages 20 years of collaborative experience to provide bespoke, research-based solutions rather than "one-size-fits-all" models.
- Academic & Thought Leadership: Amy is a published author of numerous research papers and co-author of The Certainty Principle. She holds advanced degrees in Marketing Research and Education.
Steve Duran, Project Management
As the primary Project Manager at Formative Insights, Steve Duran coordinates project delivery through every stage of the market research process, from survey design through fielding and reporting, with particular expertise in survey testing, field management, and quality control.
Steve brings deep industry experience, with nearly 15 years in market research, including serving as Director of Fielding Operations at Ameritest and roles at market research companies SMG and Veridata Insights, spanning client service, operations, project management, survey design, reporting, quality control, and fraud prevention.
This foundation is further enriched by a career background that extends beyond market research into marketing, sales, and management, lending a well-rounded business perspective to every project. Steve graduated from New Mexico State University with a degree in Business Administration and earned a Master of Business Administration from the University of Missouri.
We'd love to introduce you to a team of experts and consultants who will help you reach your goals.
Our unique and varied network promises a deep bench of research experts, proven methodologies, consultants, analytics experts, and resources that become your team when we work together.