Understanding Culture to Captivate Consumers

Jason

Partridge

Consultant • Speaker • Author

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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In a rapidly evolving world, clinging to outdated ​models can stifle growth.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.

Thank you

Contact

Jason Partridge

t. 416-807-6046