We’re here to turn today’s good ideas into tomorrow’s best ones. 95% of consumer products fail — we think it would be cooler if they didn’t. All it can take is the right ideas, the right people, and the right questions. Let’s not read the whole book on how to succeed; let’s Highlight.
We accept the products we think we deserve; maybe that’s why bad products stay on shelves longer than they should. Every time a Highlighter opens their Highlight Box they remember that trying new things should be exciting, not exhausting. Then they tell us about it. We’re not just revolutionizing the way businesses do research, we’re raising the bar for what consumers can expect — and then helping brands clear it.
Highlight is all about connecting. We do the legwork automating distribution and refining surveys up front — that means brands can spend more time getting to know their fans, who can skip straight to making a difference in their new favorite products. When these connections happen, feedback becomes clearer and products get much better. Athletes have trainers. Startups have incubators. You have Highlight.
Passionate about innovation and market research, our founders continue to grow the possibilities of what Highlight can be.
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 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.