Patrick Dunn

Head of Inter-Disciplinary / Quantitative Research

As Head of Multidisciplinary Research at Idea Couture, Patrick helps companies understand and succeed in new markets and categories. With particular expertise in the Japanese market, Patrick delivers multi-country and global insight projects.to Fortune-1000 clients, including Pepsi, LG, RBC, Abbott, and more. His research and consulting experience spans B2C, B2B, as well as work for non-profit organizations - and across a wide range of industries.

Cheering for the “Away Team”: Satisfaction and Sport

How does the performance of the Toronto Maple Leafs impact my relationship with the team? Read more...

Market Research in the Age of Social Media

We have seen social media take a new and increasing role in the word-of-mouth (WOM) consumer influence paradigm; word of mouth traditionally meant consumers speaking directly to one another and sharing experiences with products or services which have had an impact on their lives (good or bad).  Of course, communication between people (most of which [...] Read more...

The Art of War- Attack Marketing

I find myself noticing what seems to be an increase in the amount of successful attack advertising in the past few years – where one firm or another in a highly competitive market calls out a rival directly. It’s a risky move – the idea is to polarize middle-of-the-fence consumers to your side, but can [...] Read more...

Have you been receiving “world-class” customer service from your service provider?

As an “ex-expat” who has recently returned to Canada from Japan, I find myself suffering from the occasional bout of reverse-culture shock. From Wikipedia: Reverse Culture Shock (a.k.a. Re-entry Shock) – “Returning to one’s home culture after growing accustomed to a new one can produce (feelings of anxiety, surprise, confusion, etc) . The affected person [...] Read more...