| Michael
Alcock Mike
is a qualitative research specialist working primarily in automotive
research and has managed a variety of product and communication
projects for automotive brands worldwide. He
is experienced in a number of different qualitative disciplines
including Focus Group moderation, Ethnographic interviewing,
Storytelling exercises, and the Laddering methodology. Mike has
a specific expertise in the use and analysis of visual imagery
and the field of semiotics.
He
has been involved in research projects dealing with the following
topics, among many others: consumer target development, vehicle
and
brand
positioning,
vehicle nomenclature,
and advertising testing.
Mike
has an Honors Degree in Business Administration from the University
of Western Ontario, where he majored in Marketing.
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