Understanding Culture to Captivate Consumers
Jason
Partridge
Consultant • Speaker • Author
Let culture be
your guide, not your constraint.
In a rapidly evolving world, clinging to outdated models can stifle growth. Which is why I work with companies to help them recognize that culture isn't just context; it's the driving force behind consumer behavior.
Rather than being constrained by culture, I work to help clients understand it, and to forge more authentic connections with a desired audience. To do this, I go beyond surface-level trends, to understand the core values and beliefs that shape people’s decisions.
Jason Partridge
Bio
Beginning his career as a writer, Jason ascended to the role of Creative Director, earning accolades for his work on globally recognized brands. In 2015, he identified a gap in the research market and co-founded MotivBase.
By applying AI and anthropological models to studying big data online, Jason's company quickly gained traction and was commissioned by industry giants like P&G, Disney, General Mills, Target, McDonald's, Coca Cola, Clorox, and more. This success culminated in the company's acquisition by the New York Based Venture Capital Firm Bregal Sagemount in 2022.
Award-Winning Creative Director Over almost 20 years, Jason has crafted internationally recognized work for some of the most dominant and recognized advertising firms. As Creative Director, he oversaw numerous award-winning campaigns for brands like Budweiser, Samsung, McDonald’s and more. |
Entrepreneur and Start-Up Specialist Jason co-founded Motivbase, one of Canada’s most successful technology-based research firms which was sold as one of the largest acquistions in Canada in 2022. He is currently advising a number of corporations, start-ups and VC firms looking to drive growth. |
Keynote & Guest Speaker Jason has appeared as a thought-leader and expert at numerous innovation and insight conferences. He most recently spoke at Qual360 and often lectures at St. Lawrence College and the Ontario College of Art and Design. |
Award-Winning Screenwriter and Best-Selling Author Jason is a multi-faceted storyteller, having sold screenplays and earned international recognition at film festivals for his scripts. He has also co-written two books on culture, including the latest Barnes & Noble best-selling book, Microcultures: Understanding the consumer forces that will shape the future of your business. |
Accomplishments & Experience
Over the course of 25 years, Jason has a number of accomplishments that highlight the value of his experience.
Thought Leadership
2024
What storytelling can teach us about how to better serve our clients
Using the hero’s journey from mythology and screenwriting to rethink the client journey and build a deeper relationship with the people that buy from us.
2024
AI & The Future of Market Research
A thought leadership presentation with the executive recruitment firm IQ Partners. The topic? How AI is changing the qualitative research landscape.
2024
How Co-Founders at Startups Can Work Better Together
Using the narrative structure of the Rom-Com to think about what a good co-founder relationship looks like, and how to prepare for acquisition.
Testimonials
Joel Nelson
Former General Mills & Cargill Executive
"Working with Jason has been a consistently energizing experience. He's a true thought leader in research and insights, but his generosity of spirit sets him apart. He gives more than he takes, and that's invaluable for driving innovation."
Richard Fofanna
EVP Strategy, UM WW
“Jason is a skilled practitioner, equally comfortable shaping strategy as he is composing a compelling brand manifesto or script. But what also makes him such a positive creative force is his disarming ability to simultaneously collaborate and challenge: inspiring those of us around him to think smarter, to raise our game and to ultimately produce better work as a team.”
Scott Lew
Creative Director, OneMethod
“From motivating to leading by example, Jason has shown more wisdom, guidance and enviable creativity than anyone I've ever had the pleasure of working for. All of the political and advertising lessons aside, what will stay with me for the remainder of my career is how he treated every day like the ultimate privilege it is to be paid to write words.”
Charlie Arnott
Former CEO The Center For Food Integrity
"Jason is a trusted partner in our journey to understand and connect with our consumers. The research he’s delivered and the insight he has uncovered have consistently delivered actionable areas of growth that go beyond the obvious, allowing us to develop targeted strategies and drive meaningful results.”
Author & Creator
2017
Co-Author of Web True.O
As co-founders of one of the world’s fastest growing research firms, this book explores the groundbreaking methodology of digital ethnography to scour the web and examine major shifts that have occurred in consumer culture.
2021
Co-Host of The Why Meaning Matters Podcast
Exploring how culture is constantly shifting how we view the world, this podcast is dedicated to unpacking the meaning behind topics, issues, and ideas in culture and business.
2022
Co-Author of Best-Seller Microcutures
Appearing on the Barnes and Noble Bestseller list, Microcultures provides current and future leaders with a learnable, teachable, repeatable, and most importantly, scalable framework with which to drive true organizational transformation.
Working With Jason
Innovation &
Creative Consulting
Leveraging 20+ years of experience driving innovation for global brands, I help organizations identify growth opportunities, develop new products and services, and implement innovative strategies that resonate with consumers.
Startup Advising &
Founder Mentoring
As a co-founder of a successful tech startup, I offer strategic guidance to early-stage companies on all aspects of growth, from fundraising and product development to marketing and team building. My expertise includes scaling, navigating market challenges, and building strong brand identities.
Keynote Speaking &
Bespoke Workshops
I am a dynamic and engaging speaker who delivers insightful keynotes and interactive workshops on innovation, culture, consumer trends, and creative leadership. My presentations are tailored to inspire, educate, and empower audiences to embrace change and drive growth.
Professional
Coaching
I offer personalized coaching to professionals and leaders looking to enhance their skills, develop their vision, and achieve their career goals. I provide guidance on portfolio development, leadership strategies, communication skills, and navigating the ever-evolving innovation, insight and creative landscape.
Screenwriting Accolades
In 2021, Jason successfuly optioned his first screenplay, “Room Zero” which is currently under development.
Press
MotivBase acquired by Bregal Sagemount
Lux Research, owned by New York VC Bregal Sagemount, has acquired MotivBase. As a result of this merger, emerging technologies and research of both the companies will be combined with conversation-based insights to enable leaders to make informed innovation strategy decisions.
Greenbook on Trend Hunting
When it comes to driving innovation in an organization, there is only one certainty. And that is uncertainty. This article for Greenbook was written to help innovation and insight leaders understand how decoding beliefs is critical as we face more market volatility than ever before.
Digiday Article on Digital Ethnography
How in six years, with no external investment, Motivbase was able to grow from five clients to more than 100, serving the likes of The Clorox Co., Mars Wrigley, McDonald’s and other big-ticket marketers.
Adweek Article on Empathy and Marketing
Technology has had a monumental impact on the creative industry. This is true not only in how people consume the things we create, but also in how we craft the work itself. This article explores how faster access to insight will transform marketing.
Qual360 Ebook on “What is Culture?”
In the context of business and innovation, understanding the dynamic nature of culture is crucial for companies to stay relevant and responsive to the ever-changing needs and preferences of their consumers. This ebook explores these ideas in detail.
Article on Reinventing Design Thinking
Innovation teams are increasingly being pressured to deliver more impactful products and solutions in less, and less time. The goal of accelerating and scaling social science-based research and leveraging technology is to maintain quality, but increase agility and speed.