Tula Schieber is a market research strategist and fractional director of strategic research who has spent 25 years decoding what makes consumers tick—and what makes brands stick.

She's the creator of The Joy Dividend framework, a proven approach to building brand loyalty by reducing customer stress while creating moments of delight.

As the founder of Schieber Research and author of The Joy Dividend, Tula specializes in helping companies identify emerging trends 12-18 months before they peak, giving her clients a competitive edge in fast-moving markets. Her work spans consumer psychology, brand strategy, and the intersection of emerging technology with human behavior.

Tula has presented at industry events including three consecutive years at Toy Fair, where she's explored topics from the Creator Economy to AI implementation using Jobs To Be Done frameworks. Her insights have helped brands across categories—from automotive to beauty to retail—understand how to position themselves authentically in an attention-scarce, stress-saturated marketplace.

Known for translating complex consumer research into clear, actionable strategy, Tula brings both rigor and accessibility to her presentations. She draws from real-world case studies and her extensive research background to help audiences understand not just what consumers are doing, but why—and what smart brands should do about it.