Martha is manager of client services at AmeriSpeak, where she leads qualitative and quantitative panel-based research at the intersection of aging, health, and lived experience. With more than 20 years of experience in commercial and social research, she specializes in designing studies that combine methodological rigor with rich, narrative-driven insight.

Martha led the development and launch of AmeriSpeak^® Prime Qualitative, NORC’s qualitative research product, expanding the organization’s ability to deliver high-quality qualitative insights grounded in probability-based samples. Her work focuses on applying probability-based recruitment strategies to qualitative research in order to surface authentic narratives from hard-to-reach and underrepresented populations. She is also a visible voice in conversations about the future of qualitative methods, frequently presenting on the use of probability-based panels for qualitative recruitment and on combating fraud in qualitative research. Her work highlights how rigorous recruitment and multistage verification processes can protect data integrity in an era of increasing online fraud.

As product manager for the Foresight 50+ panel—developed in partnership with AARP—Martha oversees a probability-based panel that supports timely, representative research with adults age 50 and older. She has guided studies examining social connection, technology adoption, financial security, and long-term care, and she regularly collaborates with colleagues across NORC to apply Foresight 50+ to emerging questions in aging research. Her leadership extends beyond project execution to innovation in how NORC supports mission-driven organizations focused on improving the lives of older adults.

Earlier in her career, Martha held roles in commercial market research that shaped her pragmatic, client-oriented approach and reinforced her commitment to grounding policy and program decisions in the real experiences of the people they are intended to serve. Before joining NORC, she built a career spanning commercial and social research, honing her ability to translate complex data into grounded, human-centered insights. Her background across both domains informs her ongoing commitment to methodological rigor, narrative depth, and the use of research as a tool for compassion, equity, and empowerment.