Emma Gibbons is an Assistant Professor of Marketing at Ohio University where she currently teaches consumer behavior. She ​also serves as the Associate Director of Client Relations in the Ohio University Center for Consumer Research and Analytics, a center focused on providing insights into Gen-Z consumers for real corporate clients (such as Red Bull, DICK’s Sporting Goods, and many more) while enabling students to engage in real marketing research projects. She received her PhD in Marketing and MBA from the University of Texas at San Antonio and her BS in Business Management (Marketing Emphasis) from Brigham Young University. Prior to joining academia, she worked as a research analyst at Qualtrics and consulted with many of today’s top brands (including Nike, Google, and Microsoft) in the areas of survey methodology and consumer research design. Emma’s academic research is focused on the influence of consumer identity on prosocial behavior,  identity conflict, social enterprises, and research methodology. She has also been invited to give several talks on the importance of high-quality consumer research design at both academic- and practitioner-oriented events.