Marty is a generative research pioneer, VP of User Experience Research at human experience firm Lextant, and author of User Experience Research: Discover What Customers Really Want. At Lextant, Marty leads a team that defines people’s desired experiences for leading brands such as P&G, ConAgra, Kohler, HP, Whirlpool, Ford, GM, Stellantis, Honda, Lowe’s, GE, GSK, Pfizer, Kimberly Clark, Meta, and Nationwide. Marty’s academic audiences include The Ohio State University, Arizona State University, and Savannah College of Art and Design, where he and Lextant colleague Spencer Murrell collaborated with SCAD on a course and certificate in “Design Research and Insight Translation.”