QIC Moderators
Greg Sherwood
Greg is a curious and enthusiastic lifelong student of human motivation. In his 25 plus year career he has worked in almost every area of the communications business and over time has acquired a unique perspective and extensive practical wisdom on how to successfully manage and build brands and actually talk to other human beings in a meaningful way.
He has helped developed marketing programs and new products for firms as diverse as P&G, Toyota, Clorox and PBS. His work as an interviewer on historical documentaries for KQED (PBS,SF) has earned him two Emmy nominations and one Emmy.
Greg ran a prosperous regional ad agency for a decade before moving over to the client side at KQED Inc, as the Director of Communications and Creative Services. Greg left KQED to take on a senior marketing position at Lieberman Productions where he had a hand in researching and developing some of the most successful direct response programs in DRTV history. (E.g., Proactiv Solution, Tony Robbins and Richard Simmons.)
In 1995 he helped form Imaginologie. Imaginologie has been dedicated from day one to reinventing traditional forms of qualitative research including focus groups, in-home interviews and brainstorming.
Two years ago Greg also created FieldWisdom as an outgrowth of the field ethnography work Imaginologie was doing for clients. FieldWisdom uses small format DV cameras and participant/observer interviewing techniques to capture deep insights from customers in the context of their own homes. The result: FieldWisdom delivers compelling, yet affordable, interactive DVD's and videos that have proven to be far more effective at communicating research findings than traditional forms of presentation.
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