Margaret So (MSc.) 🇨🇦's Linkedin Analytics

As a seasoned Insights professional, I understand research but more importantly, how to use these insights to impact business decisions. I’m a trusted business partner who helps guide strategic decisions, leading to profitable growth, whilst always ensuring that the consumer is central to the decision making process. I have helped Tier 1 CPG companies launch new product innovations, reinvigorate iconic brands, develop North American best practices for advertising research, and bring the consumer to life through the lens of their behaviour, motivations, values, beliefs and desires. I'm passionate about staying ahead of the curve, with my ear to the ground on the latest innovative research tools that lead to breakthrough insights. Insights is critical to a company and when woven into corporate strategy, will be a beacon to helping brands grow. Vision: The trusted Insights partner to companies anywhere in the world by leveraging Global resources that are smarter, cheaper and better than the norm. Mission: Democratize data. Liberate Insights. Help brands thrive. Areas of expertise: E2E Innovation/Renovation | Branding and Creative Strategy Development (brand foundations, creative briefs, IMC planning facilitation) | Marketing Strategy, Integrated Business Planning (situation assessment, trends analysis, foresight, JTBD), Strategic Research (A&Us, market structure, etc.) | Quantitative | Qualitative (in-home ethno's, 1:1s, on-line moderating, store tours, etc.)| Thought Leadership | Business Development | MMM Some of the brands I've helped launch/worked on: Microsoft, IBM, Canada Post, AMEX, Nescafé, Nescafé Ice, Nestlé Good Start, PowerBar, V8, V8 V-Go, Chunky Soup, Chunky Chili, Pepperidge Farms Goldfish, Campbell's Soup, Philadelphia Cream Cheese, Kraft Singles, Cheez Whiz, Cracker Barrel, Delissio, Ritz, Triscuit, Potato Thins, Wheat Thins, Knorr, Tresemmé, Dove, Axe, Simple, Dove Men + Care, M&M Market, Molson, Cashmere, SpongeTowels, Scotties. Why work with me? Not only do I have the "book smarts" (research design, methodology, marketing science, etc), I have the "street smarts" with experience on both the research buyer & supplier side. Most importantly, you will enjoy working with me as I guarantee we will be laughing & smiling along the way, whilst not losing sight of your business objective.