Lana is a market research innovator and tech entrepreneur with a solid research management career on the client & supplier side, consulting experience, and an award-winning portfolio of research inventions. She designed, executed and managed hundreds of quantitative, qualitative and hybrid studies for dozens of clients in Canada and US in a wide range of industries. A marketer by training and a market researcher by trade, she was never satisfied with mere numbers and shallow observations, always pushing to understand the "deep why" behind peoples’ decisions by connecting the dots between cognitive sciences, consumer research and marketing. In 2015, she founded a text analytics startup HEARTBEAT AI Technologies that is bringing a unique perspective to collecting and analyzing affect data. HEARTBEAT offers insight tools to business leaders who, like Lana, are not satisfied with the "status quo".