We believe clarity empowers courage and courageous choices create meaningful change.

Dynamic

We bring energy and creative rigor to every engagement, sparking new connections, surfacing unexpected possibilities, and bringing the consumer's world to life. With MOLA, you will be a traveler, not a tourist. A leader, not a follower.

Genuine

We work alongside our clients as true partners. Not just delivering insights, but building shared understanding that aligns teams and fuels confident decisions.

Precise

We cut through ambiguity to deliver clear, focused consumer stories. The kind that give leaders exactly what they need to move forward, nothing more, nothing less.

Listen
& Clarify

Design
& Develop

Immerse
& Discover

Synthesize
& Story-Tell

Interactive Sharing

Everything we design is built around one purpose: moving teams from uncertainty to action. Each method is tailored to the specific growth challenge, timeline, and budget at hand.

Ser Latino™

An experiential workshop to explore and connect with Latino consumers. We use creative techniques like storytelling, graphic templates, and active listening to uncover consumers’ underlying needs, thoughts and feelings, accelerate learning, and generate actionable insights. 

MOLA Cafe™

A facilitated immersive dialogue that enables a larger team to further explore research findings. The MOLA Café™ is designed to promote creative thinking, harness group knowledge, share inspiration, and align the team around a clear action plan to implement new solutions. 

MOLA Ideation™

A creative problem solving (CPS) process that redefines the business challenge at hand, identifies areas of opportunity, develops distinct ideas to test and put into action to generate positive business impact.  Our approach utilizes divergent and convergent thinking and engages participants in an imaginative and thought-provoking manner. 

MOLA Knowledge Sharing™

A workshop for diverse stakeholders to engage one another and be fully immersed in the findings and insights of the research. This forum enables all stakeholders to share and synthesize key information, and align priority areas among various business units. Not only does this process generate clear takeaways to put into action, but it also provides a strong foundation of knowledge and alignment throughout the company.

Assessment4Action (A4A)™

A  facilitated process that enables the team to navigate, synthesize and prioritize diverse information. We assess what is known, what needs to be known, and create an action plan to move forward. This process is particularly helpful in scenarios when various teams in complex organizations need to efficiently ramp up their knowledge and understanding of a new or existing brand and market category. 

Dialogue2Data (D2D)™

A facilitated consumer-client experience in a face-to-face setting that removes the “back room.” D2D generates insights that naturally translate into actionable data. This process can also be used to create a strategic foundation before or after quantitative research.

Research Types

• Exploratory 

• Evaluative 

• Observational 

• Formative 

• Longevity 

• Social media 

• Usability 

• Operations

Methods

• In-Person: Focus groups, One-on-ones, Dyads/Triads & Ethnographies 

• Digital: Bulletin boards, Ethnographies, Blogging, Group discussions

• Telephony: In-depth interviews, Mobile ethnographies      

• Group Processes: Ideations, Immersions & Excursions 

• On-Premise: Field experiments, Exit interviews, Mystery shopping

• Hybrid Design: Multi-faceted, varied methods 
  

Focus Areas

• Category understanding & usage 

• Needs assessment

• Brand personification & competitive landscape

• Laddering 

• Strategic positioning 

• Copy development, refinement & communication checks

• New product development 

• Customer service & retention 
  

Industries

• Automotive  

• CPG & FMCG

• Financial & Insurance

• Healthcare & Pharma

• Media & Entertainment 

• Nonprofit & Government

• Retail & Shopper

• Technology

• Travel & Hospitality

Segments

• Gen Z & Youth

• Millennials

• Parents & Families

• Multicultural & DEI audiences

• B2B & Professionals

• Seniors & Boomers

• Healthcare patients & Caregivers

• Hard-to-reach & Niche audiences

Gloria J. Williams
Consumer Strategy & Insights Lead :: Facilitator  

Gloria founded MOLA on a simple conviction: human truth is the most powerful tool a brand has.

She works at the intersection of human understanding, culture, and strategy. Through immersive consumer learning, she helps leaders move beyond surface-level data into the deeper emotional and cultural forces that shape behavior and drive decisions. She has partnered with startups and Fortune 500 companies alike, bringing the same rigor, curiosity, and care to every engagement.

In addition to her research work, Gloria designs and facilitates bespoke workshops, ideation sessions, and immersive experiences that help teams unlock creativity, align around complex challenges, and turn insight into action.

Her insatiable curiosity, comfort with ambiguity, and ability to synthesize complex consumer landscapes into clear, compelling stories make her a trusted partner for leaders who need to see more clearly, think more boldly, and act more intentionally. She is fully bilingual and bicultural in Spanish and English, with deep expertise engaging multicultural and Latino consumer segments.

Lynette McCormack
Facilitator

Lynette is a graphic facilitator and co-founder of Ah Ha! and IdeaConnect. She creates processes, tools and training to develop, enhance and promote the art and practice of Visual Thinking, Team Learning and Facilitative Leadership in the fields of Organizational Development, Innovation and Market Research. 

Trained as a scientist and playing as an artist, Lynette designs and facilitates interactive experiences that engage the mind, immerse the heart, and connect the spirit of each participant. Possessing a dynamic facilitation style, she serves individuals and teams to clearly see the now, and identify and transcend barriers to embody the extraordinary. She offers her global clients masterful facilitation grounded in an understanding of how teams work, cross-functional team and cultural dynamics, visual thinking, and energetic and structural design. Prior to founding Ah Ha! in 1997, Lynette studied chemistry, leading to her work as an environmental chemist. After 15 years in the lab, she translated her love of data collection, analysis, synthesis and creativity to the fields of Market Research and Organizational Development at The Procter and Gamble Company.

Gerard Ender
Moderator :: Ethnographer

Gerard is a Moderator and Ethnographer with 10 years of experience in market research. His charismatic personality instantly draws consumers in and opens them up. His natural ability to study people — what they say, what they do, and how they say it — gives him an added advantage when moderating and teasing out the nuances of human behavior and motivation. 

Gerard’s first loves, acting and the theatre, serve as a strong foundation for both his people and analytical skills that he brings to market research. His notable acting career includes principal roles in 20th Century Fox’s hit Broadcast News, as Ned Beatty’s partner in Saban Entertainment’s Blind Vision, as well as leading roles in a wide array of award-winning, independent films and television credits such as HBO’s acclaimed milestone series The Wire.

Gerard earned a BA in Communications from the University of Maryland with a concentration in RTVF.  When he isn’t conducting research with consumers, Gerard enjoys producing and directing theater, creating performance videos and corporate videos in both English and Spanish.