Illuminas is a full-service research consultancy that delivers strategic market intelligence across B2B and consumer markets worldwide. We are focused specifically on the technology industry and any other industry that intersects with technology. The largest technology companies in the world are able to make more informed business decisions because we generate the insights they need to drive action.

Our mission

To answer the hard questions for the biggest technology brands so that they can change the world.


Our Core Values


  • To our people
  • To our clients
  • To our business
  • To our industry


  • Have fun
  • Believe in yourself
  • Believe in your team
  • Believe in the business
  • Bring energy and excitement to everything you do


  • Think big
  • Be curious
  • Take risks
  • Be innovative
  • Challenge the status quo


  • Always do the right thing
  • Produce the highest quality results
  • Exceed expectations
  • Know how (and when) to say No
  • Stay focused and organized

our leadership team


Jay Shutter

Principal & CEO

As Principal and CEO of Illuminas, Jay has more than 30 years of experience developing new research products and services that address the evolving technology industry. He is a recognized thought leader in research in the technology industry, and he has a long history of analyzing the impact of technology on businesses, consumers and the economy. Given his extensive knowledge of the technology industry, Jay is our lead moderator and more often than not, can be found in the American Airlines Admirals Club on his way to his next focus group adventure.

Carrie Angiolet

Principal & President

As Principal and President of Illuminas, Carrie oversees all aspects of the organization and is primarily responsible for driving growth and building a high quality partner ecosystem. With over 20 years of experience in client services, Carrie leverages her research acumen to create innovative solutions for the world’s most successful technology brands. She also ensures that the work produced by our Client Services team meets the high standards of our company and our clients. When she’s not running the company, Carrie is usually running around Austin’s beautiful Town Lake.


Andrew Elder

Principal & Chief Research Officer

Andy is a Principal and Chief Research Officer at Illuminas, where he is the primary methodological consultant on research design, sampling, statistical analysis, and the interpretation of research results. He is recognized as a marketing sciences expert among international research professionals and has designed and implemented advanced research projects that serve the world’s most renowned companies. Andy is a Trekkie at heart and dreams that one day he’ll be able to attend Starfleet Academy.

Adam Jennings


As CFO/COO at Illuminas, Adam leads all financial, accounting, office operations, and interdepartmental communication/integration. With over 15 years of experience in finance and operations, Adam utilizes his diverse experiences to creatively solve problems and help scale the business for future growth. He also helps remove barriers to assure day-to-day operations run smoothly. When he is not helping drive the company forward, Adam coaches a variety of sports for his three kids.

Marco Vriens, PhD

SVP of Marketing Sciences & Methodologist

As an SVP of Marketing Sciences, Marco is a methodological consultant on research design, sampling, statistical analysis, and the interpretation of research results. Marco works closely with clients to recommend the most appropriate methodologies to meet their research objectives, and he specializes in designing and analyzing the advanced analysis techniques that sit within those methodologies. Prior to joining Illuminas, Marco was the Global Research Officer at Ipsos, the Group Research Manager at Microsoft, and the Chief Research Officer at Millward Brown IntelliQuest (to name a few of his previous roles). He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling and has published 4 books and more than 50 papers on the topics of market research and analytics. Marco has also been a consultant to many leading tech companies such as IBM, Intel, Dell, and Philips.

Tracey Fisher

VP of Sales & Marketing

As VP of Sales & Marketing, Tracey is responsible for driving new business development, generating content for outbound marketing activities, and leading our go-to-market strategy. She has over 15 years of experience on the Client Services-side of the business and is able to leverage her expertise in research design and execution to help our clients better understand how to turn research objectives into strategic insights. Tracey is one of the most tenured members of the team and many consider her to be our resident expert when it comes to remembering anything that’s happened at the company since 2008.

Tracy Tuten, PhD

VP of Qualitative Research

As a VP of Qual Research, Tracy oversees the successful execution of qualitative research studies and serves as the lead moderator across all client accounts. With decades of experience as a research methodologist, her experience focuses on B2B buyer behavior related to the adoption of technology products including applications for persona development, brand positioning, competitive intelligence, and product design. With a doctorate in marketing, Tracy complements research findings with insights into marketing strategy that ensure research results are actionable and relevant.

Lisa Evans

VP of Client Services

As a VP at Illuminas, Lisa consults on the design and execution of qualitative and quantitative research ranging from in-depth qualitative interviews to brand tracking studies to menu-based conjoint designs. She has a knack for multi-tasking and managing more projects than you can imagine, all while forging relationships with her clients that last a lifetime. Lisa is a native New Yorker and a Leo, and she is our resident expert when it comes to having strong opinions and not being afraid to express them—which is an asset to have in any leadership role.

Caroline Pendry

VP of Client Services

As a VP at Illuminas, Caroline oversees the design and execution of research studies across a wide range of qualitative and quantitative methodologies. Her strength lies in her ability to take abstract concepts and make them tangible – from driving thought leadership initiatives that turn into insightful infographics and whitepapers, to designing complex research programs from a collection of notes from 30 different stakeholders. She also has a unique talent for making complex data sets digestible through the use of data visualizations.

Monika Rogers

VP of Client Services
As a VP of Client Services, Monika oversees a team of researchers who design, execute and deliver insights to our clients. Her background in research leadership and strategy helps her anticipate client needs and deliver recommendations that maximize ROI. Monika loves leveraging new research technologies to stay abreast of the latest industry trends and in her previous life Monika was the co-founder and CEO of Digsite, a technology company focused on agile research. When Monika isn’t geeking out on research, she can be found cycling throughout the hills of the great state of Wisconsin.

Our Industry Awards