Hamutal "Tula" Schieber is a global strategist, market researcher, and author of The Joy Dividend: How Brands Win by Reducing Stress and Sparking Delight. As founder of Schieber Research, she has spent 25 years identifying consumer behavior shifts and translating emerging signals into competitive advantage for leading brands across hospitality, retail, fitness, fintech, and consumer goods. Her Joy Dividend framework gives organizations a systematic way to measure and redesign the emotional cost of their customer experience — turning stress reduction and delight into a measurable growth strategy. She has delivered keynotes at CES, Toy Fair, and the Path to Purchase Institute, and speaks internationally on consumer trends, brand strategy, and the Emotional Economy.