OUR CORE VALUES
‘We’ over ‘Me’
MEET THE TEAM
The core of Fresh Squeezed Ideas has always been our people. Yet if you walked into our offices you will likely ask “where is everybody?”. There is no doubt that we spend many hours at our desks, in front of our laptops, or brainstorming together, but much more time is spent out in the field with the people who will ultimately benefit from our work. Our team consists of experts drawn from marketing and strategic brand planning, cultural and medical anthropology, behavioral science, business design, and innovation. Despite our diversity, we share a common focus, applying rigor and science to make sense of the cultural forces that drive breakout strategies.
In the profiles below, we mention certain “Cultural Forces.” To learn more about these and how today’s brands are embracing them in their strategies, visit our Cultural Forces Lab website.
What's my cultural fascination?
Karen McCauley brings a creative, driven approach to client services. She combines a long track record of developing innovative strategic solutions, with strong leadership skills. Before co-founding Fresh Squeezed Ideas, Karen honed her skills working on intentionally challenging files at In-Sync Consumer Insight, Capital C, and Leo Burnett.
Co-Founder & CEO
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.
Co-Founder & CEO, Innovation Ventures
SrRSmall 'r' Rebelling
I have always relished small acts of rebellion in everyday life. I naturally attempt to subtly transform the established social order as a way to assert individuality and gently create an impact.
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.
Vice President, Insight and Strategy
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.
Director, Behavioral Science Insights & Strategy
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.
Director, Insight & Strategy
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.
Practice Lead, Global
Re is a cultural force of particular interest to me. Maybe because Re is crucial to fight off cynicism. I love that, we can find and activate enchantment in unsuspected places, given our senses are open to it, that we are ready to be unsettled and that we willingly surrender to the unknown. I find the quest to unearth those tiny nuggets of magic quite…well… re-enchanting.
Practice Lead, Social & Cultural Anthropology
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.
Choose, consume, repeat. Consume, repeat. Repeat. In a society habituated to consume yet aspiring to conserve, it will be exciting and necessary, to take part in shaping how product designs, built environments, organizations and social systems evolve to reduce waste.
Despite the expansion of the virtual sphere, we live in a tangible, material world with real bodies, and our experiences are sensory, sensual, and aesthetic. I often stop to consciously recognize and appreciate what my senses are perceiving; the busy streets make a good place for that.
Jin Su Joo
Strategist, Social and Cultural Anthropology
Dee de Lara
Sr Consultant, Analytics
Creative Strategy Lead
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.
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.
Re-enchantment speaks to my personal philosophy to seek out wonder. Buoyant discoveries lie in wait in nooks and crannies of today’s information-saturated and efficiency-driven world, beneath assumptions and outside routines, behind the expected, and sometimes in plain sight. Furthermore, I trust that delightful experiences of the unknown are both essential and possible, even – and especially – when we least expect it. Puzzles surround us, waiting to be engaged in. Re-enchantment is all about recovering an element of wonder in our everyday lives.
To me, staying young at heart is all about taking pleasure in the little things that help break up the routine of everyday life. An eye-catching subway ad can whisk us away to a game of catch from our childhood, making us smile during our morning commute. In this way, brands have the power to enrich our lives.
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.
History is my ultimate guide for life. It makes me question my identities, my actions, and my future. I also look for answers in history, hoping that I could understand why I am who I am.
Historical authenticity is the force that inspires people’s curiosity of their heritages and identities. It also puts the present into perspective: we are here because of the history left behind; and after all, we are living in the history.
Jiayang (Zoe) Chai, MA
We are trying to remove all risk from life and in so doing are becoming an anxious society. When we take a risk and fail, society should offer congratulations rather than blame.
I think that there is an abundance of skills that we could learn from those younger than us. Children are the masters of creativity and in some form or another, I think all of us as creatives are trying to get back to our younger creative minds. To have a youthful spirit is to understand that every street corner is a new adventure, boundaries are boundless, and even our simple backyards have the power to be endless.