The Joy Dividend
How brands win by reducing stress and sparking delight—and what that means for experiences, loyalty and innovation.
About Hamutal
Better questions.
Ideas that move people.
Researcher. Author. Keynote speaker.
Hamutal (Tula) Schieber connects consumer needs, cultural change and market evidence to help leaders make sense of what comes next.
Founder · Researcher · Author · Keynote Speaker
Hamutal (Tula)
Schieber
She brings question marks to a world filled with exclamation points.
For 27 years, Hamutal has used research to help leaders see what is changing, understand why and decide what to do next.
She founded Schieber Research in 2009 to give decision-makers concise, reliable intelligence that crosses organizational and category silos. Since then, she has advised hundreds of companies on consumer behavior, competitive strategy, innovation, loyalty, customer experience and future growth.
Her work moves between interviews and market maps, store floors and boardrooms, cultural signals and commercial decisions. Her experience spans consumer goods, beauty, food, automotive, hospitality, technology and wellness. Before founding the company, Hamutal served as a vice president at a competitive intelligence firm and at an investment company.
Her practice includes consumer insight and primary research; competitive intelligence; trends, foresight and innovation; customer experience and loyalty; strategy workshops and leadership counsel; and keynotes and executive education.
Hamutal graduated from the Hebrew University Faculty of Law and was admitted to the Israeli Bar. She has written for leading publications and lectured at conferences, companies, business schools, NGOs and government organizations.
Keynote speaking
From insight to possibility.
“Why” before AI
Start with the consumer need and the outcome worth creating. Then explore where technology can help.
Reading consumer change
Connect lasting needs with current signals to uncover opportunities across categories.
Book · Framework · Keynotes
The Joy Dividend
Hamutal is the author of The Joy Dividend: How Brands Win by Reducing Stress and Sparking Delight. Her research gives brands a practical way to understand how emotional ease, play, connection and moments of delight create commercial value.
Explore The Joy Dividend ↗
From the audience
“Tula has a rare ability to deliver clear, compelling messages with simplicity and depth.”
Read the full recommendation
I lead the People function at Snappy, a giving platform on a mission to Spread Smiles in the World. This year, we invited Tula Schieber to be the keynote speaker at our annual kick-off, where she shared insights from her new book, The Joy Dividend.
I fell in love with the book, and the message, the first time Tula presented it to me. It so perfectly captures the essence of what Snappy was built on: joy is not just a “nice to have.” It’s a strategic advantage. A powerful tool to elevate your brand, strengthen business performance, and create lasting impact with your clients.
Tula has a rare ability to deliver clear, compelling messages with simplicity and depth. She captivates her audience with stories that resonate emotionally, while grounding every insight in data and research that anchors it in science. She strikes the perfect balance, speaking to both the analytical minds who seek proof and the hearts that are moved by meaning.
During and after her talk, I received rave reviews about the passion, clarity, and inspiration she brought to the room.
Thank you, Tula!!
Thought leadership
Follow the questions.
Explore Hamutal’s writing on consumer change, research, innovation and the emotional value of brands.
On stage & in conversation
Across stages and ideas.
Keynotes, panels and moments from the room. Select any photo to view it in full.
