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Catriona Adam

Entrepreneur, Founder, and Consumer Insights Specialist

Catriona Adam is the Founder and CEO of The Thick Data Company, a consumer insights firm specializing in qualitative research and analytics.1 With over 15 years of experience in customer experience (CX), consumer insights, and human behavior, she has helped both small and large brands gain deeper understanding of their customers.1

Professional Background

Catriona Adam founded The Thick Data Company to redefine consumer insights analytics by combining traditional qualitative research methods with innovative approaches, including the use of AI.5 Her expertise lies in conducting engaging interviews and uncovering rich, meaningful data that goes beyond surface-level insights.2

Expertise and Approach

Qualitative Research:: Catriona specializes in qualitative research methodologies, focusing on having deeper conversations with consumers to uncover valuable insights.6 She emphasizes the importance of "thick data" – rich, contextual information that provides a more comprehensive understanding of consumer behavior and preferences.

Consumer Insights:: Her work involves helping brands connect with their customers on a deeper level, understanding not just what consumers do, but why they do it.1 This approach allows companies to make more informed decisions and develop strategies that resonate with their target audience.

AI Integration:: Catriona has embraced artificial intelligence as a tool to enhance consumer insights analytics, combining traditional qualitative methods with cutting-edge technology.5

Company Overview

The Thick Data Company, based in Penticton, BC, Canada, is a small but innovative firm in the consumer insights industry.34 Under Catriona's leadership, the company focuses on providing rich qualitative research and analytics services to help brands better understand and connect with their customers.2

Catriona Adam's approach to consumer insights reflects a belief that brands should prioritize purposeful actions over mere profitability, aligning with evolving consumer expectations for corporate responsibility and authenticity.2

Highlights

May 21 · linkedin

The ivory tower of market research

Has its roots in the ivory tower of academia.

But both are being dismantled brick by brick.

This perception of inaccessibility is part of the reason why businesses don’t do research and create company cultures that don’t value it, and ultimately think they don’t need their customer feedback, or do it so transactionally it hurts their business.

Gatekeeping.

Now, I’m all for research validity and soundness and I build it into every single project I work on for clients.

But there’s two things we could be doing differently:

1 - stop shaming businesses starting out and wanting to do it themselves when budget is tight and autonomy is high.

2 - stop shaming businesses for trying. That’s entrepreneurship. They started and that’s the hardest part which deserves a celebration! They value research, integrated it, and can grow into working with partners that can help them get to the next levels of insights.

#entrepreneurship #marketresearch

May 15 · linkedin

People will always say they want a better price.

I’m in a Facebook group for women business owners. Someone recently posted about customers often commenting that The Other Guy is cheaper, and the business owner was feeling confused, pressured to reduce, unclear what people expected of her in that moment.

My advice: Exhale. F$%& around, and find out.

Reply to those comments with curiosity and use the opportunity for some competitive spying and customer understanding.

“Oh really, that’s interesting” you can say, “I hadn’t heard that before. How else are we different?”

She might start to hear things like:

  • quality
  • promotions
  • packaging
  • convenience
  • customer experience
  • community events
  • charitable giving

These are some examples that can start to inform why her pricing is different, and if she’s willing to compromise something to meet those prices or stand firm in the value they offer.

#customerunderstanding #entrepreneurship #smallbusinesses

Related Questions

What inspired Catriona Adam to start The Thick Data Company?
How does Catriona Adam's approach to consumer insights differ from traditional methods?
What are some notable projects Catriona Adam has led at The Thick Data Company?
How has Catriona Adam integrated AI into consumer insights at her company?
What are Catriona Adam's key qualifications and experience before founding The Thick Data Company?
Catriona Adam
Catriona Adam, photo 1
Catriona Adam, photo 2
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Experience

Founder at The Thick Data Company (July 2022 - Present)
Director at Ipsos in North America (March 2019 - July 2022), Senior Account Manager at Ipsos in North America (September 2016 - March 2019)

Education

BA in Political Science from The University of British Columbia (Independent Study - Canadian/American Public Opinions)

Location

Penticton, British Columbia, Canada