Nicole Arnett Sanders and the Path From PhD Research to Entrepreneur

When Nicole Arnett Sanders was deep into her PhD research, she discovered a passion for the data collection process—not just conducting surveys or running studies, but uncovering the story that the numbers told. Nicole quickly realized that the most valuable consumer insights weren’t found in data sets alone, but in real-world observations, whether in Facebook groups, on Reddit threads, or while simply people-watching at the airport.

Having grown up surrounded by family members who ran their own businesses, entrepreneurship felt like a natural path for Nicole. However, when it came time to launch her own firm, she knew she didn’t want to follow the traditional marketing playbook. Instead, she founded FiftySix Insights, a consumer research and strategy firm designed to go beyond surface-level analysis. Nicole’s firm helps brands understand the "why" behind purchasing decisions, turning behavioral insights into smarter strategies and product choices, with a special focus on how women spend their money.

Here, Nicole opens up about the evolution of her career and company—both of which are as dynamic and adaptable as the consumer behaviors she helps brands navigate.

Did you always know that you wanted to be an entrepreneur?

Honestly, I'm not sure I ever had a choice! Entrepreneurship was just the air I breathed growing up. My parents founded their company in 1985, and between cousins, aunts, uncles, and friends, I can't think of many people in my life who didn't own their own business. Small-town life normalizes the idea that you can just build something yourself. 

I did spend time in corporate—and I learned a lot there—but I never quite fit inside the box. I liked the work and I liked the brands, but I needed every day to look a little different. That restlessness is what ultimately pushed me toward starting my own research firm. The seeds were always there (a lemonade stand, an Etsy shop selling embroidery files), so founding FiftySix Insights felt less like a leap and more like an inevitability.

Can you delve deeper into the evolution of your company's mission and values over time?

When I first started FiftySix, I had a very specific vision. I wanted to be heavily rooted in the fashion industry, working through consumer insights to inform brand strategy. That was a good instinct, but what I didn't know yet was how much bigger my curiosity actually was. Over time, through networking and following the work that energized me most, I found myself drawn into industries where consumer behavior is deeply emotional and incredibly complex: CPG, beauty, and wellness. 

With that shift came another one, and I decided to move away from the strategy execution side and lean fully into the data and insights work itself. That's where I thrive. That's where I can ask the questions nobody else is asking and find the answers that brands didn't know they needed. Today, FiftySix is sharper, more focused, and more me than it was when I started—and I think that's what happens when you stop trying to fit a mold and just follow what you're genuinely good at.

We dare you to brag: What achievements are you most proud of?

 

One of the most recent “pinch me” moments was being selected for the American Marketing Association's 2025 Future of Marketing Foresight Panel—and then being asked to join their Future of Marketing webinar on top of that. If you grew up in marketing academia, you understand what the AMA means. It's the organization you looked up to, the conferences you dreamed about attending, the research you cited in every paper. I genuinely don't take for granted the fact that I now get to be at the table contributing to that conversation. 

There's also the Google Alert I have set for my name. I know that sounds a little silly, but when you're a researcher who has spent years doing the work quietly, seeing your name show up in national magazines and publications still stops me in my tracks every single time. That visibility means the work is reaching people, and that's the whole point.

My greatest achievement, though, is my daughter. She's been with me through every pivot, every late night, every leap of faith—and getting to build something she can watch her mom be proud of is bigger than any panel or publication.

What’s the biggest misconception others have around entrepreneurship?

That it's easy. And that it operates like a nine-to-five. Growing up in an entrepreneurial family, I never had any illusions about that because I watched my parents live it as a 24/7/365 commitment. That's exactly what it is. The work never fully leaves you. There's a flexibility that I genuinely love—I can answer emails from the car line—but you also have to learn when to turn it off and actually be present. That's a discipline in itself. 

The other thing nobody talks about enough is how lonely it can be. When you're forging your own path, there's no road map—and sometimes, no one around fully understands the weight of the decisions you're making. That's why finding community has been so important to me. Joining groups like Dreamers & Doers—connecting with other women who are in it and who actually get it—has been one of the most valuable things I've done as a business owner. Entrepreneurship isn't a lifestyle aesthetic; it's a full commitment. But when it's in your blood, there's really nothing else like it.

What would you tell your younger self if you were to start your entrepreneurial journey all over again?

Just keep swimming. There will be moments you question everything—whether you belong in the rooms you're walking into, whether the path makes sense—and then moments that don't feel real, sitting at tables with C-suite women from iconic brands while also just being a mom trying to figure it all out between school drop-off and all the activities. Both things are true at the same time, and that's okay. Niche down sooner, skip the fancy software you'll never use, and trust that everything happens for a reason. You will always end up on the other side more resilient than when you started.

What’s next for you and your career?

It feels like I’m on the verge of the most exciting chapter yet. I'm intentionally slowing down—not doing less, but doing things with more depth and intention. A big part of that is finally dedicating real time to academic publications from research studies I've been running, because that work deserves to be in the conversation at a higher level. 

But the thing I'm most excited about is writing my book, The Female Consumer Code. It's everything I've spent years researching, observing, and living—a deep dive into the psychology behind how women make purchasing decisions and why so many brands are still getting her completely wrong. There is a massive opportunity for brands willing to truly understand the female consumer, and this book is my way of putting that road map in their hands. FiftySix Insights is growing in the same direction: deeper research, sharper insights, and work that actually moves the needle for the brands we partner with.