About Us

Chris Bacon is President & Founding Partner of The Insight Collective. He’s spent most of his career working on food, personal & home care, and alcohol. He’s done consumer research in 30 countries. He’s done brand tracking, marketing mix & attribution, segmentation, consumer decision journeys. He has been involved in creating nearly 100 new brands & line extensions, some good, some not so good. He has developed best practices in innovation and new brand development. He launched a Shopper Insights function. He rebuilt and led Consumer Insights departments. He has a few notches on his belt.

Inclusion & Diversity: We are an LGBTQ-owned and operated business. We bring our lived experience to our work. When we write surveys or draft discussion guides, we emphasize that we’re creating a safe space, where there’s no judgment, no right or wrong, only an opportunity for people to share what they think, feel, and do. We ask people how they identify their race, ethnicity, gender and sexual orientation, always allowing someone to opt out or write in their own identification if our options don’t fit for them. We strive to connect with consumers in our learning processes, because if we don’t connect with them, we can’t uncover meaningful insights necessary for marketers to connect with them.