MEET THE TEAM AND WHY WE DO WHAT WE DO

OUR PURPOSE

To ignite meaningful impact

Our philosophy is to deliver such high quality work that it ignites a renewed passion for our client's business, and the brands, products, or services they manage. In turn, the decisions that our clients make as a result of deeply understanding their customers will result in making a meaningful impact in customer's lives.

OUR CORE VALUES

Service Excellence

Bravery

Passion

Curiosity

Authenticity

‘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?

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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.

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

Co-Founder & CEO, Innovation Ventures

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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.

 

Dorothy Czylyski

President

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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

Vice President, 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

Director, Behavioral Science 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

Director, Insight & Strategy

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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

Practice Lead, Global

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ReRe-enchantment

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.

Marie-Eve Boucher

Practice Lead, Social & Cultural Anthropology

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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

Behavioral Strategist

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PcPhilanthropic Consumption

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.

Michael Trnkus

Strategist

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SrSensorial Real

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

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Leslie Chester

Strategist

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Dee de Lara

Strategist

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Tim O'Rourke

Sr Consultant, Analytics

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Mark Vandervoet

Creative Strategy Lead

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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

Associate Strategist

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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.

Dearbhail Bracken-Roche

Associate Strategist

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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.

Carolyn Nettleton

Associate Strategist

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IyInfinite Youth

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.

Michael Armson

Behavioral Analyst

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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

Cultural Analyst

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HaHistorical Authenticity

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

Analyst

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Shelley Johnson

Project Planner

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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

Project Manager

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EeExtreme Experience

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.

Pat Wilson

Project Manager

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Stefan Tochev

Project Manager

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IyInfinite Youth

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.

Harleen Dorka

Production Designer

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Kacie O'Sullivan

Operations Manager

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