Joanna Brassett: Empowering Global Innovation Through Research & Cultural Insights

European women leaders are progressively reshaping the professional landscape by questioning conventional norms and pro­moting more flexible and inclusive work environments. They are fostering cultures that wel­come many lifestyles and especially assist women and working mothers who must balance their person­al and professional development. Joanna Brassett, Founder & CEO of Studio into, has built a remarkable career at the intersection of design, cultural research, and social equity.

Growing up in communist Poland, witnessing the unification of Germany, and living in various countries such as Ireland and the UK, Joanna developed a deep appreciation for different cultures and political systems. This diverse background fueled her passion for understanding human behavior and the impact of culture on people’s choices and opinions. In 2011, she founded Studio into to bridge the gap between traditional design research and global cultural insights, bringing a macro-level, sociological approach to understanding consumer behavior.

Embarking on a distinctive exchange with The Global Women Leader magazine, Joanna divulges the intricate facets of her journey as a prominent leader in Poland. Let's explore further.

What inspired you to establish Studio into, and what is the core idea behind the venture and its key areas of expertise?

There were two primary driving forces behind the founding of Studio into. Initially, I wanted to start a business that supports diversity and flexibility so that people, especially women and mothers, could succeed professionally and advance in their careers at all phases of life. I believe that women should be able to succeed without having to compromise their personal or professional lives.

The second driving force was to enable multinational corporations to introduce products and services that make sense in particular geographical areas by bridging global trends with local and regional insights. We established a global network of researchers to accomplish this, beginning with university students I had collaborated with and growing to over 140 researchers across more than 60 countries. By structuring our business in this way, we are able to orchestrate research that goes beyond the conventional Western markets and can be conducted not just in English-speaking nations but also in a variety of languages and geographical areas.

"Our goal is to create products that resonate with diverse consumers worldwide by integrating varied behaviors & perspectives into innovation"

As the CEO of Studio into, what are your primary roles and responsibilities?

My three main responsibilities as CEO of Studio into are as follows. First, I am in charge of establishing the company's strategic direction and making sure that our completely remote team members work together seamlessly across time zones.

Second, I am committed to advancing Studio into's expansion by broadening our global outreach and encouraging creativity in design research.

Third, I collaborate directly with my clients and team to promote ethical and inclusive AI research methodologies, guaranteeing equitable and accessible AI development.