Portrait Image

John W. Bowman

Developer of consumer understanding, influence, and choice models.

Freelance engagements serving various learning needs for the CPG and adjacent industries.

  • Data Selection, Acquisition, & Reporting
  • Transformation & Modeling
  • Strategic Planning & Activation Guidance

Data Selection & Acquisition

A typical contract or project engagement begins by carefully articulating the organization's learning objectives. Choosing the optimal data sets to support those objectives is critical. Over the past twenty five years I have had the opportunity to work with a wide variety of agencies and vendor partners spanning custom, syndicated, first-party, digital, e-commerce, and more. The key is to be agnostic towards platform and method and laser focused on achieving your learning objectives.

Transformation & Modeling

Data science and machine learning platforms are not just powerful in their capabilities to integrate and model complex data sets, they are fast and nimble. Scaled learning that regularly and efficiently puts organizational hypotheses to the test can be relatively straightforward. I have invested years formally studying computational statistics and data science methods while applying them to problems and data sets specific to the FMCG industry.

Strategic Planning & Activation Guidance

Research and data mining for the sake of information or mere novelty is one thing. To pursue it for the sake of actionability is another. As part of my career path, I have spent a number of years in marketing leadership and brand management roles so am highly aware of what decisions need to be made and what information is truly relevant and actionable. This experienced perspective helps me to craft more valuable, relevant project plans when it comes to research and analytics.

Illustrative Work

To give prospective clients a better understanding of the type of work I typically get involved in, I've assembled a handful of case examples that follow. These are by no means exhaustive or exclusive. They are meant to illustrate the broad variety of data sets that I typically work with and the types of marketing and business issues I address.

Market Structure & Competitve Assessment

Integrating data streams across syndicated, public, and bespoke sources for a holistic market view to drive significant new investment decisions

Customized Data Science Solutions

A specific case example using advanced text analytics and natural language processing to create an innovative new insight framework for a business

Versatile Media Mix Analytics

Continuously monitoring the efficiency and efficacy of an integrated media mix plan can pay off in a highly fragmented media environment

Objective-Oriented Segmentations

Creating customer segmentation frameworks is no longer a once in a decade, six-figure endeavor. "Micro" segmentations can uncover fast and immediate activation opportunities.

Integrated Package Testing

Combining a true, in-market environment with eye-tracking and biometrics delivers unparalleled design and shelving insights

Sensory Drivers

Bringing professional discriminitory panel data sets together with consumer preference data creates a more scientific R&D process

Background & Testimonials

I've had the opportunity to work with and learn from some incredibly talented individuals in the research, analytics, and CPG marketing space. It has been an equally great opportunity to work with some of these colleagues again as independent contract needs arise.

I chose John because I thought he was one of if not the best in the country given his industry and technical expertise.

CEO, Mid-Sized CPG Organization

What really distinguishes John from a lot of other analytically brilliant folks I have worked with over the years is his ability to apply his analytic prowess creatively.

EVP, Leading Global Research Consultancy