Abigail Hollister

Abby Hollister is Partner at The Rational Heart, an emotional measurement research firm and consultancy. Abby focuses on linking emotional insights to marketing action. Abby’s expertise includes emotional measurement, research design, client relationship management, and consulting. Abby works with partners on emotional marketing strategy through research and tactical execution of branded communications across industries. Abby also consults through her research consultancy, Formative Insights.

Prior to creating Formative Insights and joining The Rational Heart, Abby led Ameritest, a research-based Brand Communications consultancy, as President where she spent 15 years honing her expertise in advertising and creative strategy & development. Abby also has experience in Client Service at Kantar Millward Brown and in custom research for Catalina Marketing Research Solutions. Abby is a graduate of the University of New Mexico with a degree in Marketing Management and holds her Master of Arts in Integrated Marketing Communications from St Bonaventure University.