Jean Bystedt

Jean is a partner at NEW & IMPROVED where she lends her expertise as facilitator and trainer in the areas of creative thinking, problem-solving, team-building and leadership. She is also the founder and principal of J.Bystedt & Associates, a marketing consulting firm in Chicago, Illinois, specializing in consumer insights, strategic planning and new product development. Her more than twenty-five years of marketing and advertising experience with leading manufacturers, service providers and advertising agencies brings unexpected and creative approaches to both qualitative research and idea generation.

Jean’s client list is extensive. Most recently it has included: Cadbury-Adams, Johnson & Johnson, Kraft, Kimberly-Clark, McNeil Healthcare, Valvoline, Quaker Oats, Amazon.com, Ocean Spray, Leo Burnett, and Foote Cone & Belding.

Jean is a co-author of Moderating To The Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews. Jean spent thirteen years with Leo Burnett Advertising Agency as a planner and qualitative researcher prior to starting her own company. She has completed the Creative Education Foundation’s Leadership Development Program, DeBono creativity training, and several of Project Adventure’s team building and adventure-based learning workshops. She is currently in the graduate program of improvisation at the Player’s Workshop of the Second City.

She is a leader at the annual Creative Problem Solving Institute, a senior trainer of focus group moderating at RIVA Training Institute, and an active speaker for The Qualitative Research Consultants Association. Jean lives in Chicago and unashamedly indulges in numerous personal passions including: improvising, singing, studying art history, attending theatre, and listening to jazz.