Better insights when you need them
I embed consumer insight into the marketing decisions it is meant to serve, designed around the workflow that will use it and delivered in the form each stakeholder can act on.
I've sat on both sides of the brief, which is why I care where the research lands.
Custom quantitative research across innovation, customer experience, brand and market strategy. Segmentation, concept and product testing, trade-off work, tracking, demand spaces. Fifteen years of it, client side and supplier side.
I was Director of Syndicated Research at Ipsos Canada, running a beverage alcohol and cannabis tracking portfolio worth over $2M, and SVP and interim head of operations at Explorer Research through its acquisition by Savanta, with a Master of Management Analytics from Queen's and an MSc from Guelph. One senior person from study design through to the readout.
Three ways teams bring me in
ServicesInsights strategy
Auditing what you already know, finding the decision behind the brief, and building a learning plan wired into the marketing calendar, so insight arrives while the choice is still open. Includes where synthetic data and predictive work genuinely help, and where they don't.
- Knowledge audits & learning roadmaps
- Synthetic data: use cases and guardrails
- Forecasting & prediction
- Brief and vendor scoping
Study design & execution
Quantitative work built on custom and advanced question design: trade-off exercises, virtual shelf, bespoke instruments tuned to the decision at hand. I write the instrument, run the analysis, and present it myself.
- Conjoint & MaxDiff
- Virtual shop & shelf simulation
- Segmentation & U&A
- Concept, pack, claims testing
Supplier-side advisory
For research agencies and platforms: methodology and advanced analytics review, product positioning, and training analysts to write findings a client can carry into their own decision process.
- Advanced analytics & modelling review
- Method & QA review
- Offer positioning
- Analyst coaching
Three ways to structure the work, depending on how close you need me to the decision
EngagementsA defined question, start to finish
One study, scoped against one decision. I design the instrument, run the analysis, and build the deliverable for the stakeholders who have to act on it. Typically 4–12 weeks, fixed fee.
Best for: a decision already on the calendarA senior insights lead, a few days a month
Think of it as part-time head of insights. I sit inside your planning rhythm, in the briefing meetings, the vendor reviews and the readouts, setting the learning agenda and making sure each piece of research is shaped for the stakeholder and workflow that will use it. Ongoing retainer, cancellable quarterly.
- Own the learning roadmap
- Brief, scope, and QA supplier work
- Translate findings for each decision owner
Building the capability in your own team
Workshops and clinics for marketers, insights teams, and supplier-side analysts, built around what is actually changing in the field.
- AI and synthetic data: use cases and guardrails
- Current methods, assessed rather than adopted
- Briefs, readouts, and analyst writing
Selected work
All case studies →Rebuilding a shopper segmentation for repeated use
An undocumented 33,000-respondent study, rebuilt into a segmentation the agency could keep selling.
Choosing between two beer concepts when the scores tie
Two concepts tied on appeal and purchase intent. The shelf, the claims and the shopper broke the tie.
Which condo layouts residents actually want, and why
575 prospective residents on storage, light, and the upgrades they would trade away.
From the notes
All notes →What brings a new customer into a category?
First findings from First Occasions, a study of how people come to try something new. July 2026 · 14 minWhich Model Should Answer Your Survey?
Choosing a synthetic respondent by its values, not by its accuracy score. July 2026 · 10 minRoleplay or Reasoning?
What your synthetic respondent is really doing when it answersHave a question you can't get a straight answer to?
Send a short description of the decision you're facing. I'll reply within two business days with how I can help.
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