Joseph has 18 years of experience working on the client side, the agency side and at a tech startup to pioneer automation in Canada, as well as serving as Chair of the Client-Side Researcher Council. He's heard what success looks like firsthand from both clients and suppliers when it comes to insights and pain points.

Joseph saw a gap in the world of research and insight consultancy. What was missing were insights rooted in cultural trends, consumer behaviour and the perspective of lifestyle influencers. He decided to start a consultancy integrating foresight, best market research designs and influencer voices to innovate brand strategy.

As a food startup founder, Joseph knows the challenges and opportunities of bringing a brand from concept through to product development and building the brand in market.