David helps companies with marketing and customer strategy, specializing in bespoke customer segmentation programs driven by quantitative and qualitative research insights.
His favorite projects are the ones that lead to a deeper — and often surprising — understanding about customers: “At the end of the day, customers are just humans subject to the same irrational decision-making and vulnerabilities that we all face. Helping clients see that can lead to some really interesting moments.”
- Which projects have been the most meaningful to you and why?
Helping a global rental car company develop their brand portfolio strategy and bring it to life through an innovative rental experience. It was special because we built a foundation of insight that helped the client better understand their customers, and how to design brands and experiences specifically for them.
- Being a Lippincott’er means:
Being passionate, curious and creative.
The trick is not having the ability to know which key opens the door — it’s having the patience to try them all until the right one works.
- What gets you out of bed in the morning?
The excitement of not knowing exactly how the day will unfold — what I might learn and the people I might meet.
- If you weren’t in this profession, what would you be?
Hmm.. something else that combines story-telling, people, and problem-solving. Maybe a photo-journalist (or professional pasta eater).
- Where do you find your inspiration / source of creativity?
I’m always inspired by stories of people who created something out of nothing. Fortunately, there is an endless supply of great podcasts and Netflix shows to cover it.
B.B.A. Finance, Investment, and Banking, University of Wisconsin
Consultant, ZS Associates