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Martha CottonAdjunct Lecturer


Martha Cotton is an adjunct lecturer for the MMM Program.

Cotton is the Managing Director for UX Research at JPMorgan Chase. Prior to that, Cotton led gravitytank’s research team, helping clients understand their unique situations and clearly see new opportunities for growth. She is broadly recognized for her expertise in ethnographic and observational research, focus groups, user interface development, and data collection and analysis.

She began her career at eLab, which is frequently lauded as a pioneer in developing ethnographic research methods in service of business goals. She joined gravitytank from Herbst Lazar Bell, where she was vice president of research and strategy and led programs across a variety of strategic and tactical levels.

As a Segal mentor and advisor, Martha generously lends her time and professional expertise to review student projects and improve Segal programming.


MA, Performance Studies, Northwestern University, Evanston, IL

BA, English, Indiana University, Bloomington, IN

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