Managing Director, Brand & Consumer Insights

Ashton Brand Group

This is where I learned to find the human insight behind a brand.

Scope: Purchase drivers, product perceptions, brand awareness, in-store behavior and marketing effectiveness.
Methods: Ethnographic research, in-context interviews, immersive observation, quantitative surveys, co-creation sessions, rapid prototyping and user testing.

The situation

The work started with understanding purchase drivers, brand perceptions, unmet needs and in-store behavior.

I used ethnographic interviews and in-context observation to uncover latent needs and behaviors.

I used quantitative surveys to understand purchase drivers, product perceptions, brand awareness and marketing effectiveness.

I brought customers and cross-functional teams into co-creation, rapid prototyping and user testing to shape brand, product and experience concepts.