Emily Chardell, Founder and President of SFI 

Emily brings a unique combination of strengths and skills to our clients,

blending extensive marketing experience and perspective plus superior

moderating and interviewing ability.  Emily is recognized as having an exceptional ability to derive sincere and truthful input from consumers,         and is passionate about being their advocate to marketers. 

Prior to forming SFI in 1991, Emily had fourteen years of experience in Client Service at Leo Burnett, including five as a Vice-President. During her tenure at Burnett, Emily helped a number of sophisticated clients develop and implement marketing plans and advertising campaigns for both new and established products. Clients worked with included Procter & Gamble, Kellogg's, McDonald's, and Kraft.

Emily holds a Master’s degree in advertising from Northwestern University Medill School of Journalism, and a Bachelor’s degree in advertising from the University of Illinois. She is a member of the Qualitative Research Consultants Association, the Marketing Research Association, the World Café, the QRCA Online SIG, and serves on the Board of Beauty for the Brave (a charitable organization assisting families of wounded U.S. veterans.)