My biggest passion has always been understanding why we (as humans) do what we do, and why we DON\u2019T do what we don\u2019t do.\u00a0 So Brand Strategy seemed like an exciting way to apply my skills in research and analysis, as well as my fascination with people and behavior, but in a totally new and more relatable way. It also gave me a way to tap into my creative side again \u2013 as a kid, I was constantly creating: drawing, sculpting, writing, painting, playing music.<\/p>\n
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What initially got you excited about the world of Insight and Innovation? <\/strong><\/p>\n After about 5 years in Brand Strategy, I realized I was missing that real research side of things, and I wanted to do more innovation as well. It seemed like an even bigger opportunity to apply my love and passion for understanding people and behavior \u2013 things that I could more easily see, experience and experiment with first-hand, compared with academic research or working in traditional brand strategy and design.<\/p>\n I also really enjoy solving problems and learning more about the world and environment around me \u2013 the bigger the question or problem to tackle, the more motivating for me \u2013 and the world of insight and innovation seemed to have more complex, \u2018meatier\u2019 challenges to solve, while still supporting brands, which I love.<\/p>\n But maybe most importantly, I wanted to live in London (clearly I\u2019ve been driven by geography over anything else!) \u00a0So, I left my previous job (I had worked at both Dragon Rouge and Bluemarlin in New York), moved to London and took a course in innovation at the London School of Economics (LSE). \u00a0I then serendipitously came across Brand Genetics \u2013 and the rest is history!<\/p>\n <\/p>\n What attracted you to Brand Genetics in particular?<\/strong><\/p>\n Hands down: the people and the brainpower! \u00a0I love that BG is as fascinated by understanding people, as I am. Our \u2018raison d\u2019etre\u2019 is about solving brand challenges by thinking human-first, and every day we are taking tangible steps to better incorporate learnings from Psychology and Behavioral Science into what we do, which I find really motivating.<\/p>\n On top of that, there was an immediate warmth and \u2018human-ness\u2019 to everyone I met.\u00a0 I felt comfortable and welcomed, and honestly I was really impressed by the calibre of thinking and provocation.<\/p>\n It\u2019s certainly what\u2019s kept me here as well \u2013 I\u2019ve never met such a genuine, lovely and brilliant group of people. \u00a0I find myself constantly learning from everyone around me, regardless of level or years of experience \u2013 it\u2019s just an inspiring and fun group to be around!<\/p>\n <\/p>\n What would you like to achieve during your time in NY? <\/strong><\/p>\n \u00a0<\/strong>I\u2019d love to continue our push to challenge ourselves, and the industry, to be better. \u00a0The US market, like the rest of the world, is due for a shake-up.<\/p>\n While there is a great \u2013 and growing \u2013 number of players here, traditional focus groups, poor analysis and lack of diversity can still dominate. \u00a0I think there\u2019s a huge opportunity to disrupt by leveraging the power of behavioral science, and I believe we can be the company to do that. \u00a0So many companies talk<\/em> about \u2018human\u2019 and \u2018consumer centricity\u2019 and \u2018empathy\u2019 \u2013 which is admittedly a critical first step \u2013 but in my experience, few are actually delivering on it. \u00a0We\u2019re in a unique and exciting position to help drive meaningful change in the world of insight and innovation \u2013 delivering better for brands, better for consumers and ultimately better for people (human-first after all!)<\/p>\n <\/p>\n What\u2019s your vision for BG in 5 years\u2019 time? <\/strong><\/p>\n I would love to see BG continuing to evolve from being our clients\u2019 \u2018secret weapon\u2019 to having a more dominant presence in the industry. \u00a0We\u2019re getting there, very much thanks to our fantastic (and expanding) client partnerships, evidence-based methodologies and thought leadership.<\/p>\n <\/p>\n One final question\u2026 What one trend do you think is most exciting in the world of marketing for 2022?<\/strong><\/p>\n Selfishly (to my point above) I love it that clients are really starting to embrace Psychology and Behavioral Science \u2013 and see its value in helping us better understand consumer perceptions and behavior. \u00a0Which is basically thinking of people more holistically and fundamentally, rather than narrowly and superficially. \u00a0The industry is also getting more behavior and decision led in its methodologies (for instance, leveraging digital experimentation), which I think is so exciting and so critical to shaping strong brand and innovation strategies.<\/p>\n <\/p>\n A good apple lands back in The Big Apple, as we open our doors to a new era and a permanent home in North America. The office will be led by Liz Thompson – Neuroscience graduate from Duke University, human behavior fanatic and now (once again) a Brooklyn resident. To mark the grand opening of […]<\/p>\n","protected":false},"author":16,"featured_media":5765,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-5764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"\n![\"\"](\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2022\/02\/IMG_2495-1024x576.jpg\")
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