Consumer Insights

The ability to uncover insights and drive them into an integrated marcom strategy is the life blood of all thriving communication.

Before the advent of strategic planning, account executives were the ones who initiated the insight search and wrote the creative strategy an agency would build ideas from. Coming from this last generation of marcom strategists, Don has developed some very special consumer insight programs in his career.

During Don's time in Canada he worked with some of the world's leading consumer insight practitioners on the Labatt and Molson beer business. In 1993 this background would come to the forefront when while leading the Molson account at FCB Canada he also became the National Director of “mind & mood”, FCB's global consumer insight program.

Then in 1995 Don joined McCann Erickson in Asia Pacific, where along with running the Coca-Cola account in South East and West Asia, he was tasked with creating a consumer insight tool for the account. The result was "Pulse", which today is the global consumer insight tool for McCann Erickson, the world's largest advertising agency.

Through Bamboo Strategy, Don has moderated groups and one-to-one sessions with clients in the business of healthcare, technology, entertainment, and marketing services.

Don believes strongly in the use of projective techniques (such as picture sorts and montage building) to help get beyond the rationale barriers that are often put up in a group setting.

 

“Finding and working with Don was a wonderful experience and everyone involved was extremly pleased with the outcomes. Don brings a wealth of experience and applied it to get into the minds and hearts of a completely new category for us. His global CPG background is a skillset unique in the Edmonton district. Conducting consumer market research outside of Toronto, Montreal, & Vancouver breaks the traditional CPG mold and gave everyone a sense that we were getting fresh insights.”

 

Group Moderation Services