How We Started
Across his experience as a data scientist and marketing strategist, Mark Razzell became frustrated that market research was not taking advantage of the latest data-driven tools, methods, and resources. In 2017 he became inspired to set about developing new approaches that would quickly and accurately deliver category and cultural insights to help with market orientation.
Jonathan O’Hara’s complementary skill set supercharged this development. Together, they dove deep into Natural Language Processing; a fast-moving research area dedicated to deriving insights from unstructured data. These advances are the backbone of the current revolution in AI tools, creating amazing opportunities to conduct rapid quantitative and qualitative assessments of categories and culture.
As a highly experienced agency and client side marketer, Alex Roper immediately saw the benefit of having such quick access to clear and accurate insights. No longer did inventive strategies for defining brands, customer marketing, and customer experiences need to be bogged down by cumbersome research and analysis exercises that would typically highlight trends of the past.
Mark Razzell
Mark has 13 years experience in marketing strategy and data science. He studied evolutionary biology and behavioural ecology in undergrad and postgrad, and worked in veterinary science before making the leap to the commercial world via the pharmaceutical industry.
Once in the world of consumer marketing, Mark worked in strategy roles and quickly discovered that his quantitative skill set could be leveraged to develop plans that would ensure commercial success.
Jonathan O’Hara
Jonathan is a versatile data scientist and social researcher with a strong skill set in research, data management, and education. He earned his PhD in Social Psychology in 2015 and spent eight years in academia. His research primarily focused on health equity, carried out within Deakin University’s Health Services Improvement Unit and the Royal Children’s Hospital quarterly child health poll.
His career transitioned into delivering research projects for government entities like VicHealth and the National Disability Insurance Agency. Later, he moved into cultural research, supporting marketing strategists and planners at Clemenger Group. In this role, he conducted research spanning retail, banking, automotive, and sports sectors.
Alex Roper
Alex has 20 years of experience as a leader across CX, digital marketing, loyalty marketing, brand strategy, marketing strategy and transformation, both agency-side and client-side, working with the biggest brands in telco, banking, retail and automotive. He has successfully built digital and social marketing offerings for leading Australian agencies as well as multi-disciplined strategy teams. As a client he headed up the marketing transformation for one of Australia’s biggest grocery retailers and helped redefine their brand and marketing strategy. He’s a dad of two and a student of gardening.