Expertise

Making sense of people and brands.

I combine classic research tools with social, digital intelligence and cultural research to answer questions about people, culture and brands.

Consumer & Cultural Intelligence

Finding the signal in the noise.

Social and digital conversations offer an enormous amount of information about how people think, behave and respond to the world around them. I use that data not simply to measure conversation, but to understand the needs, perceptions, behaviors and cultural shifts underneath it.

I can help with: Social listening · Trendwatching · Cultural analysis · White-space identification

Communities & Influence

Understanding people beyond demographics.

The most useful audiences aren’t always defined by age, gender or geography. I look at the behaviors, needs, interests, attitudes and cultural codes that bring people together, as well as the voices that shape those communities.

I can help with: Audience intelligence · Personas · Tribes & communities · Generational analysis · Community mapping · Influential voice identification · Ambassador assessment · Influencer strategy

Brand & Communication

Understanding where a brand sits today and where it could go.

I look at brands within the wider context of their audiences, competitors, category and culture. That means understanding not only how a brand is perceived today, but where expectations are moving, where gaps are emerging and which territories it could credibly occupy.

I can help with: Brand health trackers · Category intelligence · Competitive landscapes · Positioning · Communication territories · Owned communication audits · Content strategy

Reputation & Risk

Understanding what could matter before it becomes obvious.

Not every conversation represents a risk. And the loudest issue isn’t necessarily the most important one. I help brands identify, structure and assess emerging issues according to their visibility, momentum, criticality and potential impact.

I can help with: Risk assessment · Reputation intelligence · Crisis monitoring

Bespoke research

And sometimes, none of the above.

Some of the best projects start with: “We need to understand this. We’re just not sure how.”

I can design the methodology, identify the right data and its sources, build the analytical framework and translate the findings into a story that answers the original business question.

Have a messy question?

Those are usually the interesting ones.

Let’s talk →