OUR COMPANY
Aligned with some of the world’s leading brands, Ergo provides bespoke strategic advice on consumer strategy and brand direction.
FOOD & BEVERAGES
PUBLISHING
INSURANCE
FINANCIAL SERVICES
PROPERTY
AVIATION & TRANSPORT
RETAIL
ALCOHOL
TELECOMMUNICATIONS
FASHION
OUR SERVICES
We use a range of customised tools and techniques to investigate what makes your consumers tick and how best to capitalise on this powerful insight into your business – and its audience.
#01 — MARKET SEGMENTATION & CUSTOMER VALUE
#05 — BRAND & PORTFOLIO MANAGEMENT
#02 — DRIVERS OF LOYALTY & ADVOCACY
#06 — PRICING STRATEGY
#03 — CUSTOMER ACQUISITION & CHURN
#04 — CUSTOMER JOURNEYS & EXPERIENCE
#07 — INNOVATION & CONCEPT DEVELOPMENT
#08 — MODELLING & DEMAND FORECASTING
OUR BELIEFS
We believe in putting customer needs at the heart of a brand’s strategic development. This requires a comprehensive and emotional understanding of how consumers make decisions.
We believe in consultation, collaboration and clever solutions to complex problems, blue-sky thinking and the brilliant minds we foster as part of our team.
We believe in quality. Ergo is ISO accredited, providing assurance data is protected according to The Research Society and professional code of conduct guidelines.
We believe in corporate responsibility. We understand it takes every business, no matter its size, to make a difference in the fight for climate action. It is something we feel strongly about.
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OUR TEAM
MANAGING DIRECTOR & CO-FOUNDER
Toby Hill
As one of Australia’s top quantitative researchers, Toby has over 20 years’ experience as an insights supplier with leading agencies in Australia and the UK. Prior to launching Ergo, he led one of Australia’s largest insights agencies, however, he is a hands-on researcher, and most comfortable when working on the largest or most challenging strategic projects. When Toby is not chasing segment and positioning opportunities for clients, he can be found trawling the web for his next weekender passion project now that he has sold his farm and small herd of cows.
PARTNER & CO-FOUNDER
Michelle Godfrey-Hill
Having worked with many of Australia’s major FMCG and services businesses as an innovator, workshop facilitator and insights partner, Michelle has a passion for uncovering why people do the things they do, drawing on her 20 years’ experience in research and strategy. She has a keen eye for design and architecture and spends much of her time (year-round) avidly planning where and when the next ski holiday will be...
PARTNER
Alice Louw
As a talented problem-solver who enjoys cutting through complexity to deliver relevant business outcomes, Alice has over 15 years of global insights and strategy experience. She has worked with leading brands across multiple countries, categories and marketing challenges. She is also a yoga and wine enthusiast, a surprisingly complementary combination.
PARTNER
Ed Elias
Ed has over 12 years’ experience in brand strategy, consumer insight and research across FMCG, media, telecoms, and financial services. Before joining Ergo, Ed worked in specialist branding and innovation agencies, and attests to his love of uncovering quirky human behaviour. He demonstrates his own quirky behaviour by persisting in surfing (despite the lack of any discernible talent) and supporting the Welsh rugby team.
ASSOCIATE DIRECTOR
Alicia Mintzes
Alicia has over 12 years of experience in quantitative, qualitative, and mixed-method consumer research. With a background in inclusive design and design thinking, she is dedicated to providing strategic insights that help businesses optimise their products and services while enhancing customer satisfaction. In her spare time, Alicia likes to maintain her design muscles with crafty endeavours such as restoring mid-century furniture.
SENIOR CONSULTANT
Laura Coultas
Laura’s background in law, psychology and strategic consulting has enabled her to integrate a passion for understanding behaviour with a capability for innovative problem solving and distilling complex issues into practical insights. When she is not in the office you are likely to find Laura off running a marathon (don’t hold that against her!) or buying up hotels on Pall Mall.
SENIOR ASSOCIATE CONSULTANT
Samiksha Shrivastava
Samiksha is interested in consumer motivations behind purchase, and focused on having these reflected in business decisions. She is experienced in psychological research and is skilled at finding meaning in data. Alongside her work at Ergo she is undertaking a PhD on cognitive developments in childhood. Samiksha loves singing karaoke and writing poems. Fun fact … Samiksha’s name means “analysis” in Sanksrit (which is the ancient language that Hindi is based on).
SENIOR ASSOCIATE CONSULTANT
Amber Wells
Amber has a background in Psychology and Marketing with experience across healthcare, energy, and education. She is passionate about incorporating key psychological principles to solve organisational challenges and facilitate growth. Outside of the office, you will find her ambling along Sydney’s coastline, catching the sunrise at Bondi beach, or planning her next winter escape.
CONSULTANT
Blake Falcongreen
Blake is a rigorous and interdisciplinary thinker with experience in both analytic and qualitative frameworks. With a background in econometrics, he brings an interest in global systems and economies to his work with clients. Blake is fascinated by the drivers of unconscious choice and preference in consumers and helping organisations fit their offerings to market. In his spare time, he is an amateur pianist, and can be heard clobbering a distorted rendition of a Beethoven sonata on an otherwise peaceful afternoon. He is also undertaking an Honours program in Australian literature.
FINANCIAL CONTROLLER
Daniela Taylor
Daniela has more than 20 years' bookkeeping experience across a range of small and medium-sized businesses in a variety of sectors. Daniela looks after all things financial for Ergo and keeps the office running like a well-oiled machine. When not focused on numbers, you’re likely to spot her chasing her favourite bands around Australia (and the world), watching musical theatre, and running after her new puppy.
SENIOR ASSOCIATE CONSULTANT
Pratyush Mishra
Pratyush is a quantitative consultant specialising in finance and analytics. He excels at analysing consumer data and has a keen eye for discovering underlying intricacies and trends. He has industry experience in finance, technology, and media. When he's not crunching numbers, Pratyush enjoys producing podcasts and exploring the great outdoors through hiking and snorkelling.
SENIOR ASSOCIATE CONSULTANT
Tommaso Bacchi Reggiani
Tommaso has a strong analytical and creative mind. His background in business and economics, combined with specialisations in marketing and tech, delivers deep and forward-oriented insights. Tom is super active playing football, tennis, skiing the nearest mountain, or attempting some nose riding on a long, very easy, and possibly left-handed wave. He’s also adept at being a well-travelled hipster with a roman à clef in his hand.
CONSULTANT
Michael To
Michael is intrigued by consumer behaviour and enjoys unravelling complex problems. His experience spans across a wide range of sectors, including globally leading airlines and airports, health and nutrition, FMCG, and wine and spirits manufacturers. Michael likes to unwind by cooking and experimenting with new flavours. He also enjoys street and landscape photography.
DIRECTOR
Andrew Goodieson
Andrew has over a decade of research, strategy and analytics experience across a range of categories and methodologies. Andrew has worked extensively with some of Australia's biggest brands and media companies to evaluate the performance of advertising and sponsorship to maximise their potential. Outside of work you’ll find Andrew at the beach surfing, going for a swim with his family or walking his dog, Apricot.
ASSOCIATE CONSULTANT
Zac Hafner
Zac has a forward thinking, analytical and creative approach to consulting. Having studied Economics and Politics, he has demonstrated skills in finding meaning through quantitative and qualitative analysis. He is passionate about emerging tech, finance, business, the environment, and how these areas overlap. On the weekend you will find him surfing, 'meditating' in an extremely hot sauna, or cooking up a feast with mates.
CONSULTANT
Harry Wootton
Harry has over 7 years’ experience in market research, specialising in quantitative analytics. He’s adept at designing complex methodologies and delivering solutions to address complex business challenges. With a postgraduate degree in Digital Marketing, his experience covers FMCG, entertainment, retail, and e-commerce, with a focus on branding and strategy. Harry has embraced the Australian lifestyle, having moved from the UK, by enjoying the beach life in Bondi, taking coastal walks, and training for the next City2Surf.
ASSOCIATE CONSULTANT
Nicole Ross
Nicole is driven by a curiosity to uncover the stories behind the numbers. Having studied psychology, she is dedicated to bridging the gap between research and action. Outside of the office, you can find her reconnecting with nature (lounging on the beach) or on a gastronomical expedition with friends.