About
Founder & Principal
Beth Leber, Founder and Principal of Eureka! Insights LLC, is an experienced researcher, leader, and mentor with a track record of leading impactful research in a variety of industries for B2C, B2B, and C2C organizations.
Research projects by sector
E-commerce & Online Marketplace | 60+
eBay, Gap, Sephora, One Kings Lane, Facebook Marketplace, PeerspaceFinancial Services | 35+
Wells Fargo, Visa, Bank of the WestSocial Media | 6
Twitter, Facebook, Visible PathSoftware as a Service (SAAS) | 6
Adobe, Autodesk, SalesforceHealthcare & Pharmaceutical | 5
Verana Health, Abbott/Sequence, CA Health Care FoundationEntertainment | 1
Live365
Prior to founding Eureka! Insights in 2005, Beth worked in-house at
Scient, e-business consultancy
Director, User ResearcheBay, online marketplace
Lead UX ResearcherSiegel & Gale, brand and identity agency
Senior Usability Strategist
Senior Writer and Information Analyst
Beth holds two masters degrees from Carnegie Mellon University
Master of Design
Communication Planning & Design, School of DesignMaster of Public Management
H J Heinz School of Public Policy & Management
What types of research, and when?
Beth is experienced with both generative and evaluative research, and partners with teams at any phase of the product development lifecycle.
She is a mixed methods researcher with a qualitative leaning, and has worn various research hats over the years:
UX Researcher
Product Researcher
Design Researcher
Research Strategist
Usability Strategist
Research methods toolbox
Beth utilizes a variety of research methods depending on the context and objectives.
Contextual Inquiry & Ethnographic Field Studies
Usability & UX Testing
Concept Testing
In Depth Interviews
Sorting Activities
Co-Creation & Participatory Design
Quantitative Surveys
Competitive Research
Shadowing & Shop-alongs
Heuristic Evaluation
Diary Studies
Eye Tracking Studies
Beliefs & Values
Expect the unexpected
Go with the flow
The importance of
Kindness
Being flexible & adaptable
Honesty and authenticity
Collaboration across disciplines and verticals
Early alignment on business and research objectives, outcomes, and deliverables
Bringing core team and stakeholders along throughout the research journey
Building trust