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Mark Palmer is currently the Chief Operating Officer at Lextant, where Mark aims to provide clarity for smart design decision-making. Mark is also the Founder and President of Geneva LLC, offering design research management and consultation services. Mark previously held the role of Design Research Director at Motorola, focusing on generative and evaluative research. Mark's vast experience includes roles at Fitch as an Associate Vice President and at Whirlpool Corp as a Senior Usability Specialist. Mark began their career as a Human Factors Engineer at ARD Corporation. Mark holds a MA in Psychology, Human Factors, and Evolutionary Theory from New Mexico State University, as well as a BS in Psychology/Anthropology from Weber State University.