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Our Story

Shaping Tomorrow with Sustainable Insights

EcoFocus Research helps businesses understand U.S. consumers’ evolving attitudes and behaviors about sustainability.

Who We Are

Shaping tomorrow with sustainable insights

EcoFocus sustainability research

Since 2010 EcoFocus® has excelled in providing expertise in sustainability research, offering high-quality data, trend analysis, and strategic consulting to support your objectives. Our goal is to provide actionable insights that help you meet consumer expectations around sustainable products and practices.

Meet the Team Behind the Work

An expert team dedicated to translating sustainability insights into client-ready strategies, with the rigor and clarity to stand up in the boardroom.

Jerry Croft

Jerry Croft

Chief Executive Officer

Guides EcoFocus’ vision and agency partnerships, ensuring insights translate into meaningful campaigns and client growth.

Jerry Croft

Chief Executive Officer

Jerry Croft offers more than 20 years of media executive experience. His tenure at Metropolis honed his digital transformation skills, particularly towards sustainability. Jerry's leadership in organizing eco-centric events highlights his commitment to a sustainable future. His acumen in research-driven strategy led to EcoFocus's acquisition, aiming to enhance sustainability practices with consumer insights. Jerry also merges his professional expertise with personal passions, developing a religious content streaming platform with his wife, Jennifer.
Michael Croft

Michael Croft

VP, Business Development

Connects agencies with EcoFocus data, helping them win pitches and deliver strategies rooted in sustainability insights.

Michael Croft

VP, Business Development

Michael Croft's psychology background and sales experience make him invaluable for EcoFocus' consumer sustainability research. His work at SANDOW Design Group in New York, where he collaborated with firms passionate about sustainability, gives him deep insights into eco-friendly practices in architecture and design industries. Michael's understanding of consumer behavior enriches EcoFocus' efforts in exploring sustainable choices.
Elinor Gaida

Elinor Gaida

VP, Research & Strategy

Leads study design and strategic frameworks, bridging rigorous data with actionable direction for brand teams and agencies.

Elinor Gaida

VP, Research & Strategy

Elinor Gaida brings 20 years of expertise in guiding companies through critical business and sustainability questions. Specializing in both qualitative and quantitative methodologies, she has provided actionable insights across various sectors including retail, telecommunications, and technology. Elinor's passion for the outdoors fuels her commitment to sustainability, driving her to explore eco-friendly consumer choices and brand solutions. At EcoFocus Research, she's dedicated to understanding consumer attitudes and aiding brands in their journey towards sustainability leadership.
Allison Duncan

Allison Duncan

Director, Research & Insights

Transforms data into narratives agencies can use directly in briefs, decks, and campaigns.

Allison Duncan

Director, Research & Insights

Allison Duncan's diverse background in media and marketing research, from Beta Research to Erdos & Morgan and Ipsos, provides her with a unique perspective on B-to-B research initiatives. Her experience on both client and vendor sides, coupled with comprehensive project management skills, makes her an asset in various sectors like CPG and Pharma. Outside of work, Allison enjoys baseball, cooking, reading, and quality time with her loved ones.
Arif Wright

Arif Wright

Director, Business Intelligence & Design

Shapes EcoFocus dashboards and design outputs, making insights accessible, visual, and client-ready.

Arif Wright

Director, Business Intelligence & Design

Arif Wright is a dynamic professional with a unique blend of technology and creative graphic design skills. A Web Development and Computer Engineering graduate, he has excelled in roles such as a Data Market Analyst at AMI Corp, where he showcased his analytical and strategic talents. Passionate about sustainable agriculture, particularly hydroponic farming, Arif's environmental advocacy complements his professional pursuits. An avid hiker, his adventurous spirit mirrors his dynamic approach to technology and creativity. Arif is recognized as a versatile, committed professional in his field.
Alex Murrey

Alex Murrey

Head, Technology & AI

Leads technology and AI integration, ensuring agencies can leverage cutting-edge tools for faster, smarter research.

Alex Murrey

Head, Technology & AI

Alex Murrey is a seasoned technology leader with over seven years of experience in product management, strategic leadership, and research & development. Having worked with companies like Twilio, Launch Consulting, and TangoTeams, Alex has a proven track record in driving product strategy, fostering cross-functional collaborations, and leading high-stakes projects in dynamic environments. With expertise in areas such as AI leadership, cloud transformation, and user experience, Alex has successfully led teams to innovate and deliver customer-centric solutions.

Turn Purpose-Driven Insight Into Campaigns That Perform

We are laser focused on delivering data driven information that leads to solutions. In order to do that we need to have a clear understanding of what your objectives are and define what success looks like to you.

We accomplish this with a no cost, no obligation Discovery Call. On the discovery call we will ask questions and listen to what your needs are. Following that, we will review the various options available to you from EcoFocus and align those with what you are looking for and what will be most valuable to you that works within your budget.

From that we will create a scope document with deliverables, timeline and cost for your review and approval.

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