Mike is a qualitative research specialist, whose focus is getting deep inside the lives of people and understanding their passions, aspirations and concerns. He is skilled at creating open, candid environments that encourage authentic participant perspectives, whether in-person or virtually, and has put his talents to work across the globe.

He has over 30 years’ experience across diverse industries, including automotive, CPG, hospitality, and luxury, and takes pride in bringing both rigor and creativity to research design, analysis, and storytelling. He is well versed in an ever-expanding range of qualitative techniques and has specific expertise in the use of visual metaphors for storytelling, an approach that explores both conscious and unconscious thought.

Mr. Alcock has an Honors Degree in Business Administration from the University of Western Ontario where he majored in Marketing.