Bring Science into the Art of MarketingAttune LLC is a market research + strategy firm that specializes in identifying subconscious sensory cues for marketing and design. We combine innovation and design brainstorming with in-depth psychological interviews, sensory cues testing and cutting edge academic research.For example, how can a coffee cup convey a relaxing experience through shape, size or color? How should you employ music to boost in-store sales? How can you communicate the story of your product in one metaphor? What imagery conveys “authenticity”? Through the use of innovative research and creative development techniques, Attune has helped companies such as Alexander McQueen, Hugo Boss, Nestle, Dove, Frito Lay, Procter & Gamble, Wiley Publishing and UNICEF to develop effective communication and product design strategies.As part of its company mission, Attune caters to non-profit clientele on a sliding scale.

From designing social marketing campaigns to positioning new products to internal organization, there is a wealth of insights from the for-profit marketing world that can be applied to the non-profit sector. Becoming Innovator in Residence at a prestigious think tank in the credit union industry is part of this overall goal to increase non-profit marketing efficacy.

Except for a 2 year break to go to Harvard Business School, I have spent most of my career at Olson Zaltman Associates, a psychological marketing firm with a Fortune 500 clientele. During my time there, I directed global research studies using psychological techniques developed in-house. I designed high-level marketing strategies, including positioning, product development and communications. I presented to a wide variety of Fortune 500 companies (Frito-Lay, DeBeers, Danone, Duracell, P&G, Pfizer, Crayola, Target). I also developed research and strategy tools for use in exploratory areas, such as the nonprofit sector, politics, design and small business.

I designed and conducted a research study on corruption for the World Bank. I interviewed business owners and anticorruption fighters on the psychological underpinnings of the issue - it was not the easiest task interviewing ex-CIA agents. I then presented the findings to the World Bank business unit.

I conducted market research and interviews for Emeritus professors. As part of my thesis involving the lab, I investigated cues for sincerity in print advertising.

As a summer intern at a top Canadian advertising agency, I helped to develop the strategic backbone for advertising campaigns for large clients such as Bank of Montreal. I was also involved in coordinating new business ventures for Mohawk Casinos, Ontario Lottery Co-operation and The Co-operators Insurance Group.