CuriosityCX was founded to fill the large void between the strategy being provided by the large “big 5” consulting firms and tactical implementers of CX such as research firms, technology providers, and marketing agencies.  We are the “what” between the “should” and “do”.  We help you fill in the intimidating blank canvas of what you should do and actually help you do it.  We do so by using principles from behavioral science to get to the true “why” of human behavior.  Here’s our team.

Dave Fish, Ph.D.


Dave Fish is the CEO and Founder of CuriosityCX a Consumer Research and Customer Experience Consultancy.  He is an academically trained Consumer Psychologist with over two decades of applied research experience on both the client and supplier side.  A good chunk of his career was in Automotive and also in Financial Services, Hospitality, Restaurant, B2B, and Retail.  He knows the business first hand, having launched over 50 large scale CX programs across multiple industries.

He started his career in banking at American Savings Bank, spent many years with the fine folks at Toyota Motor Sales (now Toyota Motor North America). He served a brief stint at JD Power and Associates and then spent a good chunk of his career at MaritzCX (formerly Maritz Research).  He gained marketing agency experience with The Mars Agency in Bentonville and finished up as SVP with ORC International leading their customer strategy efforts.  He received his MA and Ph.D. from Claremont Graduate University in Psychology and his undergraduate degree from Shippensburg University. He is a contributing member of CXPA and a columnist for CustomerThink.  He is an Adjunct Professor at University of Arkansas and advisor at Michigan State University. Learn more here or view his resume.

Kate Barker


Kate is Chief Experience Officer for CuriosityCX. Focused on CX strategy and global technology partners, she is known as a thoughtfully disruptive client leader and growth catalyst, with a knack for distilling complexity into simplicity, and navigating the noisy technology and market research landscape. Kate is armed with deep experience driving actionable insights across operational, attitudinal, and behavioral research dimensions for a holistic view of the customer. She is passionate about transforming complex, global enterprises into customer-centric ecosystems that cultivate meaningful experiences and drive growth.

Early in her career, she spent several years at a high-growth software startup, helping enterprise brands design and execute retail training and influencer marketing programs with the customer in mind. She then led client development at SMG with focus on mobile research strategy and retail CX. In her most recent role as Vice President of the CX group at Ipsos, she led key clients and global technology partners. Kate received her B.A. from Colorado College, studied Spanish literature at La Universidad de Salamanca, and was selected to participate in an entrepreneurship program supported by the University of Utah, David Eccles School of Business. She represented the United States as a former member of the Modern Pentathlon Olympic development team. Learn more here.

Michelle Tunney, PMP


Michelle is Operations Chief for CuriosityCX.  A  highly experienced and educated Market Researcher, Customer Experience professional, Project and Program Manager, strategist and consultant with nearly two decades of experience in designing, building, executing, and managing CX and research studies, from large-scale trackers to ad hoc to boutique, in industries including automotive, agriculture, insurance, hospitality, and financial services, Michelle has a depth of experience in a breadth of industries and techniques.

As a student at the University of Michigan, Michelle conducted a number of business studies under the University’s community outreach initiative, in conjunction with her professor and mentor, Dr. Madhu Angur. After graduation, she worked at Maritz Research as a Senior Project Director, focused in GM Special Markets, then New Markets and Allied Industry research. In 2005, Michelle was offered a position at General Motors by a former research client, where she spent the following five years working in Global Portfolio Strategy and GM University.

Returning to work at Maritz Research in 2010, Michelle took the lead in one of the first truly global market research studies to be implemented. Following this experience, she assumed responsibility for the Global Launch Team, managing a globally co-located team of research and engineering professionals in the launch of dozens of research studies spanning multiple industries.

Michelle is currently earning both her MBA and Masters in Marketing Science from Walsh College. She maintains her Project Management Professional certification through PMI, and is a member of the Great Lakes Chapter. She is also a member of CXPA, and provides market research and related business consultative services to companies like Intuit and AAA Insurance. Learn more here.

Michael Henderson, Ph.D.


Michael is Head of Client Solutions for CuriosityCX. Leveraging over two decades of research experience, Michael works with clients to define their business needs and craft research strategies to solve those needs. He has extensive experience in developing, managing, and modifying large- and small- scale customer experience studies, helping clients build lasting relationships with their customers. In addition to CX, Michael has conducted numerous studies with brand awareness and positioning, product, segmentations, attitudes and usage, and other quantitative and qualitative research.

Prior to joining CuriosityCX, Michael spent 13 years at Ipsos and Maritz Research. Prior to that, he was on the client side with Toyota Motor Sales, JP Morgan Investments, and Kaiser Permanente. He holds a Ph.D. in Organizational Behavior and frequently teaches college and graduate level management and research courses.