Layla Shea is a global award-winning marketing strategist and pioneer of non-traditional qualitative research methods. Layla’s work intersects deep human understanding with her clients’ business needs, illuminating insights that help guide corporate and institutional decision making. In 2008 Layla founded Upwords to focus on creating new ways to deeply and meaningfully connect companies, institutions and brands with the people who engage with them. Through Upwords, Layla has become a North American expert in the area of using online qualitative tools to efficiently and effectively engage at a richer and more in-the-moment level with what people say, do, think, feel … and even dream! Layla has deep expertise with qualitative research across industries, including higher education. Layla is an expert in making the complex simple.