GET TO KNOW US

About Us

Founded in 2006 and working with some of the world's largest clients, Fresh Squeezed Ideas is a global market research consultancy that has engineered breakout brand growth for almost 500 brands through the integration of Behavioural Science and Cultural Anthropology from Insight > Strategy > Execution.

OUR PURPOSE

To ignite meaningful impact

Our WHY is to deliver such high quality work that it ignites a renewed passion in our clients for the brands, products, or services they manage. In turn, the decisions that our clients will make as a result of deeply understanding their customers, will inspire action and create meaningful impact in the world.

OUR TEAM

The heart of Fresh Squeezed Ideas is our people. We are a learning organization with a culture of experimentation and rapid feedback, all driving to the same purpose of igniting meaningful impact.

We are made up small semi-autonomous teams called “pods”, made up of experts drawn from Behavioral Science, Cultural Anthropology, as well as Business Design and Innovation, working within an environment of trust, clarity, and shared leadership.  We also speak 15 languages in-house.

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MrMaster of Reality

Mastering our Reality is increasingly manifesting as Seeking Simplification. Technology promised a simplification and a sense of lightness but in reality it darkened our days. Today, we seek ways to balance the speed and complexity of life with simplicity. Slowing time. Being present. Turning technology off. Mastering boundary setting. Raising our heads to engage with the world we step through each day. Through Simplifying we are taking back control – in small yet powerful ways.

Karen McCauley

Co-Founder & CEO

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HaHistorical Authenticity

I have always had an interest in the history behind how we got to now. It is impossible to truly appreciate where we are and where we are going without understanding where we have come from. For brands, the past is where authenticity is rooted and is the basis upon which a future is necessarily built.

John McGarr

Chief Impact Officer, Alpha Impact Marketing

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EpEnhancing Performance

This force pervades today’s society, and spans cultural divides. It makes its way into so many personal decisions about products and services. It raises questions about philosophical and biological sense of identity and motivation.

David Brown, MBA

VP, Insight and Strategy

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MmMultiplying Masculinities

This gives me hope. Hope that personal interests, strengths and motivations, can drive our journeys through life, rather than being limited and steered based on our biologies. As we continue to break down barriers based on sex, race, religion, ability, age and SES, we all become ‘just peeps’. Imagine that.

Rajwant Sandhu, PhD

VP, Behavioural Insights & Strategy

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PrProteurism

I am intrigued by the democratization of expertise in the world of healthcare – a system traditionally built upon hierarchy, authority, and status. Tensions are high as power and access shift from providers to patients.

Delia Jacobson, MPH

VP, Insight & Strategy

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Elizabeth Frank, BA

Senior Strategic Consultant

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Nadine Hare, MA

Practice Lead, Cultural Anthropology

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TtTransparency for Trust

Today’s generation is trained to be critical thinkers with high media literacy. When even transparency is met with skepticism and possible cynicism, consistent and authentic brand experiences across all touchpoints will be crucial in cultivating trust.

Mali Schaefer, BDes

Practice Lead, Global

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TtTransparency for Trust

We live in an exciting time where access to information and the power of the collective are at an all time high. I look forward to seeing how this force impacts the decisions of individuals and corporations – ideally leading to more trust and efficiency in the public and private sectors.

Mikayla Ford, BSc.

Senior Behavioral Strategist

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PtProteurism

Patients are taking advantage of unprecedented access to information to become more informed about their health and empowered to act as their own health managers and advocates. These empowered patients are becoming increasingly involved in the shaping and management of health research, systems, policies, services, and technologies. This force underscores the expertise-by-lived-experience that health systems users bring to the table, and gives me hope for bottom-up change and more patient-centred care.

Dervla Bracken-Roche, MSc.

Strategist

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MrMaster of Reality

To me, Master of Reality is about regaining a sense of control in a quickly evolving society and making each step I take an intentional one. I’m attracted to brands that allow me to fully indulge myself in a moment rather than watch it go by.

Kanika Singhal, BSc.

Strategist

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Mark Vandervoet

Director, Design Strategies & Creative Foresight

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PcPhilanthropic Consumption

We’re living in a time where people can collect information faster than ever before. Individuals are more widely knowledgable and have more ways to address and become involved in the causes they believe in. Yet still, we have no choice but to be consumers and it’s why we’re seeing a higher demand for transparency from organizations and companies. Consumers echo the same socially conscious standards they uphold themselves to, onto the companies they buy from and the brands they associate with, and they’ll reward them with their loyalty. Company and brand values have never been of more importance. Consumers aren’t just buying products anymore, they’re buying into ideals, values and purpose.

Isabel Chalmers, Hon. BA

Associate Strategist

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CcCurated Capitalism

I have come to think of myself as a social diagnostician of sorts; I’m fascinated by the interface that exists between deeply entrenched, latent need-states and the manifest forms of social behaviour that subsequently come to satisfy said needs. To therefore think of capitalistic consumption as an exercise in rationalized curation is to provide us with a fascinating approach into analyzing this complex interface.

Alexander Spalding, Hon. BSc.

Associate Strategist

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RaRole Apprehension

As our roles become less and less dictated by our society, we are bestowed the thrilling yet overwhelming responsibility of carving out these roles for ourselves. We find comfort in knowing that we can latch on to the products, brands, and experiences that define who we are and how how we want to be seen. Ultimately, I think we all just want a little help navigating our realities.

Christina Politis, MSc.

Behavioral Analyst

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Robert Ramkahalawansingh, PhD

Associate Strategist

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Stephanie Marion, PhD

Associate Strategist

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EeExtreme Experience

With globalization, taking to the ‘stage’ and presenting new ideas involves a whole new level of bravery. However, it also adds an incredible level of richness to the discussion.  Ideas are evaluated and elevated within a vast network of cultural intertextuality and this global conversation has re-energized the tradition of oral story-telling, particularly in the form of social media.

Shelley Johnson, M.Phil

Project Planner

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PrProteurism

Today’s online world has enabled patients to become more informed than ever before. In the era of “Dr. Google” and online support groups, it has never been easier to become an expert on one’s condition, possible treatments, and even one’s healthcare providers. The connectedness of today’s patients presents an unprecedented opportunity for brands to interact with their potential customers. Whether brands leverage that opportunity or squander it depends on how well they understand how patients’ conditions impact their day-to-day lives.

Caitlin Klein, Hon.BA

Project Manager

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TtTransparency for Trust

The evolution of the internet and social media have enabled entirely new kinds of relationships between consumers and brands. More than ever before, consumers are discerning what they are buying, where these products come from and who makes them. As if that wasn’t challenging enough, the emergence of fake news exacerbates the rising tide of mistrust in the digital economy. I truly believe that transparency is the key differentiator that can help brands and companies transcend their products and services to build deep trust and positively shape our culture.

Nhu Hophan, MSc.

Project Manager

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Callie Hutchinson

Marketing Manager

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Jessica Dollinger, MSc.

Operations Manager

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Oso

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OUR CORE VALUES

Service Excellence

Bravery

Passion

Curiosity

Authenticity

‘We’ over ‘Me’

HOW CAN WE HELP?