Gina Fong is a partner of The Fortini-Campbell Company, a marketing consulting firm based in Evanston, Illinois. She integrates creative problem solving; engaging storytelling; and innovative qualitative methods to help her clients develop gamechanging strategies for their business and communication challenges. She works with a variety of international and domestic clients ranging from Fortune 500 companies to entrepreneurs and small business owners.

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

• Partner, The Fortini-Campbell Company, 2000-present
• Account Planner, FCB, 1999-2000
• Account Executive, DDB Needham, 1997-1999
• Assistant Account Executive, JWT, 1994-1997

Ethnographic Customer Insights (MKTG-949-0)
Qualitative research creates a nuanced understanding that brings the customer to life in the marketer's mind and informs the marketer how to "live the brand" with every consumer touchpoint. This course provides an in-depth review of qualitative research tools, including analog tools (immersion and ethnography) as well as the digital ones (video chats, geointercepts, bulletin boards and online diaries) that help remove the veils and uncover the customer's truth. The curriculum is highly experiential and is based on real-world immersion, instructor lectures, and cases. Students will do a "deep dive" into the customer's life by studying a selected consumer subculture (a consumer group that exhibits patterns of behavior that differentiate it from the larger society); experience the world from the subculture's point of view using both analog and digital qualitative research tools; and design a comprehensive customer experience that will surprise and delight this subculture. Learn how no detail in the customer experience is left to chance when a marketer truly is "living the brand."

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.