|Jeff Hecker has been in marketing insights and strategy for more than 20 years, sometimes with world-leading ad agencies, sometimes client side, and with tier 1 research agencies. Today, he is a Principal at Athena Brand Wisdom, a research agency focused on exploring the cognitive and cultural factors that drive consumer behavior. Jeff currently serves on the Canadian Research Insight Council’s Qualitative Thought Leadership Council, and on the QRCA’s Industry Relations panel. Jeff has an MBA in Marketing from the Schulich School of Business at York University, and a degree in English Literature and Semiotics from the University of Toronto. Also, he is the child of a magician.