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.

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.  Learn more here or view his resume.