As a marketing research professional, Paul has over 20 years’ experience in managing brand development, research and consumer insight. His background in a wide range of industries, including CPG, consumer durables, and the public sector, enable him to align marketing strategies with the emotional triggers that influence consumer behaviors. Through research and insights development, Paul brings the customer voice into perspective to derive meaningful, actionable insight through the entire customer lifecycle

Paul has conducted and directed numerous studies using quantitative and qualitative research including data sampling, analysis, in-depth interviews and focus groups. His work has helped to optimize SKU rationalization, key messaging, price optimization, ideal service bundling and customer retention through competitive and gap analysis that aligns customer needs and values.

He holds a Schulich MBA and is currently engaged in doctoral research into the temporal dynamics of consumer brand identification through statistical modeling of brand community behavior as he pursues his Ph.D in marketing.

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