Graham Matthews

Associate Director

Graham brings the creativity of art to the reliability of science.

If you’re looking for a caring and rational approach, Graham carries calm and efficiency through every project he leads. He is a patient, balanced thinker, who naturally approaches brands from the consumer perspective. Coming from years as a qualitative specialist, Graham constantly questions the meanings behind our everyday behaviours and perceptions.

Graham is an experienced moderator and researcher, having worked with leading brands including: RBC, the Ontario Power Authority, Canada Dry Motts, Diageo, and Johnson & Johnson.

Born and raised in Toronto, Graham defended an honours thesis entitled “The Conscious Evolution” at the University of Kings College in Halifax. He can be found writing and recording music (be it piano, drums or even bagpipes), playing hockey, or discussing the inner workings of Canadians from the grocery store to the living room.