Gina Fong is a consumer anthropologist and the principal at Fong Insight, a marketing consulting firm based in Chicago, Illinois. She integrates creative problem solving, engaging storytelling, and analytical moderating to help her clients develop game-changing strategies for their business challenges. Gina brings the consumer to life within an organization, helping teams channel consumer insight to surprise and delight their audience across the entire consumer journey. She works with a variety of clients around the world, ranging from Fortune 500 companies to entrepreneurs, small business owners and start-ups.

Gina teaches, lectures and coaches in the US and internationally on the principles of consumer-centric marketing and is an Adjunct Lecturer at the Kellogg School of Management at Northwestern University.

• BS, Communication, University of Illinois at Urbana-Champaign

• Adjunct Lecturer, Marketing, Kellogg School of Management, Northwestern University, 2017-present

• Principal, Fong Insight, 2018-present
• Partner, The Fortini-Campbell Company, 2000-2018

Consumer Marketing Strategy

Learn how to win in today’s hypercompetitive marketplace by gaining and translating insights about consumers’ goals, beliefs and behaviors into an effective marketing strategy. Go home equipped to segment, reach and convert customers more effectively.

Customer Insight Tools

Harness the power of customer insight to drive winning strategies and hard-wire the voice of the customer throughout your organization. This interactive program will equip you with the right blend of qualitative and quantitative tools to gain and sustain competitive advantage.

The Customer-Focused Organization

The digital revolution is empowering customers, fueling disruptive innovation and globalization of markets. In the wake of these challenges, firms that are customer-centric thrive. Learn how leaders successfully infuse a customer-centric perspective throughout an organization, generate value, build brands with meaning, and offer exceptional customer experiences to win in the digital age.

The PHYSICIAN CEO™ Program

Ethnographic Customer Insights (MKTG-949-0)
This course will provide you-the entrepreneur, the product manager, the director of finance or whatever your discipline may be-your own case study and framework on how to conduct ethnographic research and distill insight to surprise and delight your customer across the entire customer journey. In this highly experiential course you will partner with a real client to help them solve a business question via ethnographic research. You will learn how to set up an ethnographic research project; conduct ethnographies; analyze and tell a story around qualitative data; and build influence and alignment around your recommendations. This course uses a combination of lectures, case studies, and in-class exercises to prepare you for your final group project which you will present to the client's senior leadership team, and that will inform their upcoming strategic plan. There is no final exam.

Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.