Beyond the Numbers: Inside the Federal Reserve Bank of Richmond with Sonya Waddell

Episode Overview

How can we make complex economic data more useful and more human?

In this episode of Better Experiences by Design, Sonya Waddell, Vice President and Economist at the Federal Reserve Bank of Richmond, is revolutionizing the way economic data is presented to the public. With a focus on clarity, empathy, and accessibility, Sonya offers a fresh perspective on how economic research can better serve real people and real decision-makers.

What if we stop asking, ‘Why aren’t people working?’ and started asking, ‘What do people need’?”

Key takeaways from this episode

• How the Richmond Fed uses both data and lived experiences to better understand the economy in real time
• Why AI may accelerate economic change faster than any past innovation
• The importance of designing economic insights that people can actually use
• How business owners can shape policy by participating in Fed research

About Sonya Waddell

Sonya Waddell is a Vice President and Economist at the Federal Reserve Bank of Richmond. Since joining the Research Department in 2008, she has led regional and community development research, overseen survey programs, and integrated regional insights into the Richmond Fed’s monetary policy contributions. With a master’s in Applied Economics from the University of Wisconsin‑Madison and a bachelor’s in Political Economy from Williams College, Sonya brings both academic rigor and practical clarity to economic communication. She also has experience in state-level policy analysis from her time at the Virginia Department of Planning and Budget.

Ways to connect with Sonya

• LinkedIn