Joetta Gobell

Joetta Gobell Headshot
  •  Joetta Gobell is the Vice President of Research & Insights at Dotdash and joined the company in 2018. 
  •  She has a background in qualitative market research and a Ph.D. in Cognitive Science.


In her role at Dotdash, Joetta leads a team of researchers who: derive insights from first-party data to understand audiences and inform advertising partnerships; and execute large-scale primary research projects to inform product, editorial, and brand initiatives, and to serve as thought leadership with our advertising partners.

Prior to joining the company, she was Vice President of Primary Research in Ad Sales at A+E Networks where she conceived, conducted, analyzed, and presented large-scale qualitative and quantitative projects to better understand foundational issues in our culture and how they impact the television industry and audience (including topics like Women and Money, and the representation of gender in advertising).

Previously she held roles as a qualitative researcher, innovation consultant, and strategist at Magid and as a Specialist in the Advanced Planning and Strategy department at Nissan North America.


Joetta received a Ph.D. in Cognitive Science from University of California, Irvine, and a B.S. in Mathematics and a B.S. in Psychology from George Fox University.

About The Balance and Dotdash

The Balance makes personal finance easy to understand. It is home to experts who provide clear, practical advice on managing your money. Whether you’re looking to invest, buy a home, save for retirement, or achieve another financial goal, The Balance will answer your questions with straightforward personal financial advice.

The Balance is part of the Dotdash publishing family. For more than 20 years, Dotdash brands have been helping people find answers, solve problems, and get inspired. We are one of the top-20 largest content publishers on the internet, according to comScore, and reach more than 30% of the U.S. population every month. Most recently, Dotdash was named Publisher of the year by Digiday, a leading industry publication.