Will is a qualitative researcher and social scientist who helps agencies and brands understand the social and cultural forces that shape consumer behavior.

His work turns lived experience into creative strategy.

Over the past decade, his research has taken him from the sidewalks of Seattle and New York to the subarctic, and into the virtual spaces of addiction recovery and wearable technology.

Today, he works with teams seeking to understand what people feel, need, avoid, value, and choose—and why.

If you are an agency built on understanding human experience beyond KPIs, or a brand trying to get closer to what matters most to your consumers, say hello. ‍