We are a brand strategy and marketing consultancy, founded and run on the premise that marketing and business are inextricably intertwined.  We believe that powerful marketing strategy shapes and defines the entire company, and is a product of both analytic depth and creative spark.

Our approach

One team combining three perspectives.

Challenges involving people and their decisions are complex. Our approach gets you closer to what your issues and opportunities truly are.

Bringing consumer stories to life

Jim Wilkerson

Values I bring to my clients:
  • Ensure our strategies are founded in rich consumer data.
  • Execute best practices in market research.
  • Bring consumer story to life through intelligent insights.
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“As a researcher, I look for ways to capture and make sense of customer attitudes and behaviors. I love thinking of methods to test and validate insights we discover as we learn about our clients’ businesses and brands.”

Mapping the complex to simplify

Jeff Mulhausen

Values I bring to my clients:
  • Understanding of form, function and aesthetics.
  • Ability to map out existing complex relationships.
  • Visualizing opportunities to solve marketing issues.
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“I apply the tools and methods of design to establish the ideal vision and work to achieve it. I help identify gaps between real world experience and people’s ideal around how something should look, feel or behave.”

Turning insights into opportunities

Katie Plocheck

Values I bring to my clients:
  • Understanding what makes people tick.
  • Ability to translate consumer behavior into actionable marketing strategy.
  • Leadership in cultivating and stewarding brand promises to consumers.
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“I’m driven to help brands add color to the human experience rather than create clutter. I seek to understand how people develop relationships and affinity, then determine how that is contextually relevant to client goals.”

Our work

Actionable strategies and tools that don’t collect dust on shelves.

What a few of our clients have to say:

  • Helen Withers
    insights planner
    “This work provides a rich view of what shapes a person’s decision-making before they get to the shelf. This thinking can shape many of our activities, including category vision & strategy, shopper activation, digital activation, touchpoint usage, channel & range strategy, and future innovation streams.”
  • Brian Perkins
    Vice President
    “I [was] impressed with the output and insights that the team provided. I’ve never seen data presented in such a fashion…I was fascinated by how innovative and insightful the presentation was. I would like to ask that we sit down and discuss how you can provide the same level of creativity in all our conventional research.”
  • Keith Page
    of insights
    “Excellent, very rich. Perhaps more to the point, the interpretation and realization from the team are first rate and provide a store-load of food for thought. The work has implications not only for how we position our products, but for our marketing plan to address decision makers and influencers."

Key insights & deliverables

  • Cancer treatment
    How can effective business processes and marketing approaches be optimized through the lens of consumers? We helped our client visualize the experience of their patients. Showing them the roles they needed to fulfill throughout the process, we worked with the client to adapt and refine their service and communication approaches, focused on earning trust and demonstrating support.
    Cancer treatment
  • Pathway map
    Reveals the triggers that move people into the path, the key moments of transition, their emotions along the path & influences at each stage of their journey.
    Pathway map
  • Credit cards
    Our client was puzzled: people with poor credit history seemed to be applying for cards without doing any research. We discovered this was occurring during a research pause triggered by too much information with too little guidance. We identified two decision-making types that allowed the brand to tailor marketing and digital experiences to self segmenting prospects resulting in better conversions.
    Credit cards
  • Early motherhood
    Our client needed a new way to understand the journey of early motherhood and it’s effect on diaper brand choice. We provided a framework for how habits are formed and disrupted, and where opportunities exist to build new habits or cause disruption. This tool allows for smarter planning and more focused go-to-market approaches to connect with and retain customers.
    Early motherhood
  • Ecosystem of influence
    A tool that helps teams make decisions based on how consumers currently leverage external influences to deliver on specific needs as they make decisions. Therefore, planning insights come from gaps to fill or current roles to leverage.
    Ecosystem of influence
  • Digital media
    It can be challenging to be a thought leader in a data driven industry with a short attention span. We provided a platform via journey research to demonstrate new ways to consider and optimize for opportunities in digital media within the automotive decision process. This work extended into multiple categories across multiple years.
    Digital media
  • Hotels
    You can’t always outspend a competitor. We identified opportunities to spend smarter at critical phases in the consumer’s decision journey. We found table-stakes points where the brand must match its competitor to stay in contention – and a critical point where the competition was weak and our client could shine. This resulted in a powerful new position to inform marketing planning.
  • Activation
    This phase involves collaborative workshops with our customers to strategically plan and architect solutions. Here we put the insights to work to direct a clear go-to-market strategy.

Our team

People-centricity is important to us. We believe true solutions come from partnership with our clients.

  • Jim Wilkerson
    Jim Wilkerson
    Jim led the development of the Pathfinder Mapping approach for Ipsos. Jim has nearly 20 years of experience designing and directing qualitative and quantitative research programs for clients like Johnson & Johnson, Kimberly-Clark, and Microsoft. Outside of work, Jim conducts extensive field research of another kind for his wine blog.
  • Rina Cohen
    Rina Cohen
    Rina is a creative thinker with an analytic mind. With robust experience in quantitative international research, she has helped a variety of clients improve their products and think about innovation differently. She has worked all over the world for CPG clients such as Unilever, Reckitt Benckiser, and pharmaceuticals.
  • Erin Mulholland
    Erin Mulholland
    Erin oversees the day-to-day execution of Strategy3 projects. Over the past 10 years, Erin has worked across a variety of sectors and methodologies as both a researcher and a project manager on large-scale international projects. Past clients include American Express, HSBC and US Postal Service.
  • Michelle Bellah
    Michelle Bellah
    Over the past 8 years, Michelle has worked across a variety of marketing research products and solutions including brand equity, copy-testing, and segmentation for many large global brands in the technology, retail, and CPG industries. Michelle once worked out next to former President George H. W. Bush, out-lifting the most powerful man in the world.
  • Jeff Mulhausen
    Jeff Mulhausen
    Jeff has 15 years of experience managing product innovation initiatives. With a hybrid background as a product designer and ethnographer, Jeff has been listed in over 10 patents. His work has been exhibited at the Austin Museum of Art and the Cooper-Hewitt Design Museum in New York.
  • Tim Sweeney
    Tim Sweeney
    Tim uses the tools of service design to develop solutions for clients. He specializes in visualizing multi-stakeholder services to understand their dynamics and structure them for redesign. An urban planning junkie, Tim is inspired by the random connections that manifest in urban environments.
  • Melissa Young
    Melissa Young
    Melissa has 18 years of experience creating impact through branding, all media platforms, product design and innovation initiatives. Her portfolio is industry agnostic and includes Verizon, Coca-Cola, and Adidas. Melissa is a proud Iowa Hawkeye, appearing in two Women’s College World Series.
  • Paul Noble-Campbell
    Paul Noble-Campbell
    Paul works at the intersection of the physical and digital worlds, creating actionable strategies to enrich customer experiences. A New Zealander, his 19 years of experience have taken him to Australia, Hong Kong, and the USA. Paul’s work is permanently exhibited at the Cooper-Hewitt Design Museum.
  • Paul Kramer
    Paul Kramer
    Paul helps clients grow by aligning their customer experience to the needs of the people they wish to serve. For 15 years, he has humanized experiences for start-ups to Fortune 100 companies by blending customer experience innovation, product design and customer research. Paul enjoys making art and music with his family.
  • Andy Hunter
    Andy Hunter
    Andy’s experience spans 20+ years across marketing disciplines, working for some of the world’s leading brands including BMW, American Express, and Unilever. He currently serves as an advisory board member to the annual SXSW Interactive Conference in Austin, TX.
  • Oscar Yuan
    Oscar Yuan
    With a career that started in management consulting, tempered with years in advertising and brand strategy, and honed most recently with consumer research, Oscar’s passion lies at the intersection of the creative world and the business world, where he has helped clients such as Procter & Gamble, Marriott, and Jaguar Land Rover to become more consumer and brand centric.
  • Katie Plocheck
    Katie Plocheck
    With a background in brand planning and social anthropology, Katie’s career has taken her around the world. Previous work ranges from brand planning efforts on Walmart and BMW to creating a digitally enhanced library on the frontiers of broadband connectivity in Ghana.
  • Kay Yi
    Kay Yi
    With a background in branding and marketing, Kay bridges innovative business solutions with practical application to drive change and brand growth. Kay’s work ranges from consumer mapping to go-to-market strategies for CPG, fashion, and luxury goods brands, such as Remy Martin and Jaguar Land Rover.
  • Joe Lonek
    Joe Lonek
    Joe has a strong background in strategy development and digital media. As a Strategist at Strategy3, Joe utilizes Ipsos’s vast market research capabilities to generate insights and develop brand and marketing strategies for consumer goods and pharmaceuticals companies such as P&G, UCB, and Kimberly-Clark.


Jim Wilkerson

New York

Oscar Yuan


Erin Mulholland
© Ipsos Strategy3