Jonathan Erickson

Background

About Jonathan Erickson

Hello! I drive business growth by embedding why people choose what they do, the tradeoffs/tensions they face, and what they ultimately want. Across the past 8 years, I've led $10K-to-$2M research investments across NA/APAC/EMEA in English & Spanish. With Best Storytelling nominations and top performer awards, I've used my strategic ability to connect the dots and reorient businesses to de-risk $6B B2B market re-entries, engineer $15M commercial strategies, and enable market leaders to regain #1 P&C Insurance sales and #2 Health Insurance app leadership spots. I love managing and mentoring people, using my 5 years of cross-functional team leadership to previously coach 4 research associates into promotions.Specialties- Business Advisory (Advertising, Brand, Marketing, Product, and CX needs): Customer Segmentation, Market Entry/Re-Entry, Post Launch Tracking, Brand Equity, Funnel Analytics, Creative/Ad Testing, Message Testing, White Space Identification, Ideation, Co-Creation, Idea Refining, Concept Testing, Pricing, Pilot Testing, Competitive Benchmarking, Customer/User Journeys- Hands-On Insights Leadership: Full Cycle Qualitative/Quantitative Research (Ethnographies to Segmentations, Custom/Agile/Multi-Phased/AI-Enabled)- Cross-Channel Digital Analytics- Cultural Strategy & Analysis ( Third Culture Kid; Founder, Third Culture Strategy & Insights Collective)- Marketing AI Change Management (Co-Founder, The Marketing AI Peer Learning Circle)Tools: Qualtrics, SPSS, Power BI, UserTesting, Brandwatch, Syndicated Data, NPS/CSAT platforms, GenAI platforms (Copilot, ChatGPT, Gemini)