Catriona Adam

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