Product + brand research you can feel.

Hi — I’m Tom. Over the last 20+ years, I’ve led global research, insights and strategy initiatives for products and brands that touch billions of people for clients including Google, YouTube, Nike, Microsoft and more.

Underpinning it all is one simple belief: Emotion is the ultimate competitive advantage to create desire, accelerate adoption, improve engagement and increase retention.

Understanding the emotional layer between people and Product or Brand isn't about soft 'vibes'—it's about measurable financial impact.

Leading strategy at Wieden & Kennedy on Nike, I wrote the brand repositioning platform for Brand Jordan that set the foundation to grow from $800 million to $6.6 billion in AR.

Collaborating with acclaimed designer Scott Wilson/MNML, I wrote the PRD for the redesign of SonoSite’s portable ultrasound machine that helped support an exit valuation of $1B to Fujifilm.

Evaluating Google's AI-driven feature “What people are saying” with real humans after it was developed using synthetic models, I helped provide the human context that helped grow MAU since its launch in 2025.

Putting my money where my mouth is, I self-funded a mobile video start up, Fabric, with award-nominated AI; in 2026, I've built and deployed multiple agents on our way to becoming a self-driving company.

Today, I help founders, senior executives and innovation teams turn emotion into a repeatable competitive advantage—aligning what your brand promises with what your product delivers.

Away from the keyboard, along with my wife of 20 years who also works full time, I try to find the emotional unlock for our two sons to become their best selves. We prioritize cooking from scratch, even though that can be slightly stressful because it takes time. We also juggle three dogs. Early mornings and weekends, I let it rip on the end of an oar in competitive masters rowing for the Olympic Club, experiencing the intoxicating highs and crushing lows of sport.