Helping products exceed the rising bar
we have for them.



Online user research has transformed in recent years, but the tools and processes available to physical product developers remain largely the same as they were in 1980 – think mall intercepts and sterile focus groups. These methods are expensive, hard to coordinate, and not all that reflective of how people use products in real life. As a result, products get rushed out the door with inadequate research and 90% of the 30,000 new products launched every year fail. 

Highlight exists to help products exceed the rising bar we have for them with an in-home product testing platform that lets you do good research fast. We streamline everything from recruit to data set, including all the logistics of getting your product to your target customers. Whether you’re targeting kitten-owning millennials or retinol-using women over 50 in California, with Highlight you can get projects moving with just a few clicks and receive insights in weeks.


Some of our mission-aligned brand partners:

Meet a few faces of Highlight

Passionate about innovation and market research, our team continues to grow the possibilities of what Highlight can be. 

Dana Kim

Dana is CEO and co-founder of Highlight. For years, Dana worked as a market researcher, collecting important consumer insights to inform product innovation, development, and marketing at big CPG.

Ethan Kellough

Ethan is the Chief Product Technology Officer and co-founder at Highlight. He spent years in product development and design, leveraging consumer empathy and research to build better products.

Ted Benakis

Ted is the Head of Business Development here at Highlight. Passionate about technology and business, Ted has spent his career implementing sales strategies and procedures to close business and realize tangible success.

Our investors & associations 

Highlight is a women and minority-owned, venture-backed market research platform.

What others have been saying


Highlight is building a team that’s passionate about helping products exceed the rising bar we have for them.

We love what we do, and so can you.

Careers at Highlight