About — Citrine Research and Consulting

About Us

The Human Science Behind Your Growth

Most marketing agencies guess. At Citrine, we use data. We've spent over a decade studying the most complex engine in the world: the human mind. With a Ph.D. in Industrial-Organizational Psychology, Sonja's career has been dedicated to understanding what motivates people to take action.

Meet the Founder

Dr. Sonja Elcic

Founder & CEO, Citrine Research and Consulting

My understanding of business didn't start in a lab. It started at home. I grew up watching my parents build and run their own small businesses. I saw firsthand the late nights, the high stakes, and the reality that every dollar spent on advertising has to work. This upbringing gave me a deep respect for the hustle, and it's why I'm so passionate about helping small to mid-sized businesses grow.

I don't just see you as a "client." I see the years of hard work you've put into your brand. My journey, from immigrating to the U.S. and working multiple jobs to fund my education, to launching Citrine, has been defined by grit. I bring that same relentless work ethic to your campaigns, ensuring your marketing isn't just "pretty," but profitable.

What Makes This Agency Different

Three reasons our clients get better results than they did with their last agency.

Born Into Small Business

I grew up watching my parents build businesses from scratch. I saw the late nights, the stakes, and the reality that every advertising dollar has to earn its keep. That upbringing shapes how I treat your budget: like it's my own.

Why Work With a Psychologist?

Standard marketing looks at what people do. I look at why they do it. By applying research-backed behavioral principles to your Google Ads, social media, and email strategy, we eliminate the guesswork. We help medical practices, professional services, and local brands in Scottsdale and Des Moines stop "hoping" for leads and start generating them with scientific precision.

Results, Not Just Research

While I value the science, I care more about your ROI. My journey, from immigrating to the U.S. and working multiple jobs to fund my doctorate, to launching Citrine, has been defined by grit. I bring that same relentless work ethic to your campaigns, ensuring your marketing isn't just "pretty," but profitable.

Our Story

From organizational psychology to full-service marketing, here's how we got here.

2019

Founded in Scottsdale, Arizona

Citrine Research and Consulting launched with a focus on organizational psychology, customer satisfaction surveys, employee engagement programs, stay interviews, and organizational assessments. These tools helped businesses better understand their people and build stronger workplace cultures.

2022

Expanded Into Full-Service Marketing

As client needs evolved, so did our agency. Citrine expanded into a full-service marketing and advertising agency, adding marketing strategy, social media management, email marketing, and digital advertising campaigns. The combination of psychology and marketing allowed us to bridge data with creativity.

2024

Proven Results Across 25+ Brands

From generating 3.9 million video views for an auto shop to producing leads at $7 each for virtual assistant services and driving 14 leads per day for a mortgage company, our psychology-driven approach consistently delivered measurable ROI across healthcare, mortgage, hospitality, automotive, and more.

Now

Offices in Arizona & Iowa

Today, Citrine Research and Consulting serves businesses across the country from offices in Scottsdale, AZ and Des Moines, IA. We understand the unique challenges entrepreneurs face and create strategies designed to maximize limited budgets while achieving big results.

Why Businesses Choose Us

Psychology-Driven

Every strategy is informed by how people actually search, read, decide, and build trust. Not just trends and best practices.

Results-Focused

We measure everything. From $7 cost-per-lead to 1,300%+ ROAS, we build campaigns around data and optimize relentlessly for real business outcomes.

Built for Entrepreneurs

We understand limited budgets and big ambitions. Our strategies are designed to maximize every dollar and scale as your business grows.

Where to Find Us

Arizona

9375 E Shea Blvd
Scottsdale, AZ 85260

Iowa

6701 Corporate Dr
Johnston, IA 50131

Let's Get to Work

If you're looking for a marketing partner that combines human insight with digital strategy and treats your budget like their own, we'd love to connect.

Book a Free Discovery Call

Questions About Working With Us

Industrial-Organizational (I/O) psychology is the scientific study of human behavior in the workplace and in decision-making contexts. When applied to marketing, it means we use evidence-based principles about how people process information, form trust, and make purchasing decisions. Instead of relying on trends or guesswork, we build campaigns around what research shows actually works.

Citrine Research and Consulting was founded by an I/O psychologist with a Ph.D. in Industrial-Organizational Psychology. Our team brings together expertise in behavioral science, marketing strategy, content creation, and advertising to deliver campaigns that connect with people on a deeper level.

Yes. While we're based in Scottsdale, AZ and serve the Des Moines, IA metro area, we work with clients across the United States through virtual collaboration. Our strategy sessions, content creation, and campaign management all work seamlessly over video calls and shared project tools.

Unlike freelancers, we offer a full team with expertise across social media, content, email, and advertising. Unlike big agencies, you get direct access to senior strategists, not junior account managers. And unlike both, every strategy we build is grounded in behavioral science, not just creative instinct.