Will is a social scientist and qualitative researcher who helps agencies and brands understand the emotional drivers behind consumer behavior.

His work turns cultural context and lived experience into sharper positioning, creative strategy, and brand decisions.

Over the past decade, his research has taken him from the sidewalks of Seattle and New York to the subarctic, and into the virtual spaces of addiction recovery and wearable technology.

Today, he works with teams seeking to understand what people feel, need, avoid, value, and choose — and why.

If you are an agency built on understanding human experience beyond KPIs, or a brand trying to get closer to what matters most to your consumers, say hello. ‍