A quantitative marketing research specialist with over 30 years' experience, David co-founded Insignia in 1990. He is a recognized leader in international tourism research and marketing strategy, having conducted extensive research worldwide for destinations, airlines, hotels, transportation companies and tourism marketing boards. David developed Insignia’s travel consumer Path to Purchase model and destination Return on Investment assessment framework. He has been instrumental in helping the Canadian Tourism Commission shape their overseas marketing strategies to draw tourists to Canada and advising Canadian Tire around their targeted marketing strategy.
Executive Vice President
A strategic planner and qualitative research expert with over 20 years' experience in tourism and retail research, Lydia co-founded Insignia in 1990. Lydia's work focuses on identifying strategic brand solutions for her clients, leveraging her qualitative and strategic planning skills with the disciplines of social anthropology and behavior therapy. As a focus group moderator, she has undertaken projects in Canada, the U.S., Mexico, Japan, South Korea, Australia, India and the U.K. and has pioneered revolutionary techniques designed to explore the sub-conscious, uncovering deeply rooted emotional triggers. Lydia has worked on major campaign design and evaluation projects for Destination British Columbia, Hershey and Johnson and Johnson.
A professional project manager and research analyst with over 15 years' experience conducting and analyzing marketing research, Luna joined Insignia in 2001. Luna is involved in all key phases of the company’s retail and tourism projects including questionnaire and discussion guide design, quantitative and qualitative fieldwork set-up and management, data analysis and client reporting. Luna began her research career at Creative Research International Inc. where she was responsible for project preparation, execution and delivery.
Dr. Marc Tyrrell
Marc is a Social (Symbolic) Anthropologist who teaches in the Institute of Interdisciplinary Studies at Carleton University and a lead analyst on our team. He takes fundamental consumer behavior and needs to a much higher level of interpretation and meaning. This big picture perspective, in turn, opens the door to a more powerful interpretation of what is driving consumer behavioral patterns. In addition to his academic research, his clients have included the Canadian Tourism Commission, Citizenship and Immigration Canada and Microsoft.
Director, Brand & Reputation
Michele specialises in the design, management and strategic analysis of brand and reputation management projects involving benchmarking and tracking corporate and brand performance across stakeholder groups and markets. She is involved in co-creating primary and secondary, quantitative and qualitative research solutions to directly address business questions around brand health, reputation risk and leadership and consumer profiling. Prior to joining Insignia, Michele was an Associate Director at global reputation and sustainability consultancy GlobeScan where her direct clients included Fairtrade International, Newmont, SC Johnson, SAB Miller, Suncor, and The Walt Disney Company, among other global companies.