An applied ethnographer, Craig Honick is the Founder of social research and advisory firm The Good People Research Company, which focuses on internal, narrative-based drivers of consumer behavior. He is also a Research Director with The Futurum Group, where he supports a team of analysts that identifies and advises on emerging, global trends for Fortune 100 technology companies. Clients include Microsoft, SAP, Salesforce, Cisco, Dell, Qualcomm, and Honeywell.

A career entrepreneur and startup adviser, Honick has served as Chair of the Charlottesville Business Innovation Council and as a mentor for both the UVA Batten Institute’s iLab and Techstars’ Startup Weekend. He is also the Lead Consultant on a 2023-2024 project to develop a new “regional entrepreneurship investment strategy” for the 10 counties that comprise GO Virginia Region 9, one of nine Virginia regional economic development organizations that collaborate to stimulate business and job creation across the Commonwealth.