Jeff McDonald

Background

About Jeff McDonald

I have always been curious as to how people behave and more importantly why! I guess that is why I got into consulting, business strategy and ultimately marketing research. You could say I am a bit of an insights enthusiast, but with the caveat that those insights must produce actionable in-market results. Sadly, finding research providers that understand how consumers engage with brands across countless touchpoints—digital, retail, social, packaging, and more is almost impossible. A brand that appears identical in every context risks irrelevance. More importantly, in a world where consumers expect personalized experiences tailored to their needs, preferences, and contexts, rigid consistency is no longer possible—or desirable. Instead, strong brands must flex and adapt while maintaining a coherent identity that remains recognizable at every interaction. For over 20 years, Hotspex has been the firm of record when seeking a methodology that provides a lens across all touchpoints to measure Brand Singularity and a cohesive essence that we call,"The Red Thread".