Having been tasked the responsibility for the successful turnaround of over 70 brands & business models over the past 14 years the founder of Consumerology, Jessica Buchanan, has worked as a strategist across mainstream advertising, research and brand agencies and believes she has exhausted every possible avenues in an attempt to improve the accuracy, quality, regularity, affordability and integrity around the provision and study of consumer behavior.

Given that consumer perception has and always will be what Jessica believes should form the cornerstone of corporate decision making she is consistently disappointed to learn it is generally the most undervalued and poorly invested division in most companies.