Charles has 25+ years of market research experience, exclusively in qualitative research. This experience spans a wide range of research approaches, including focus groups and ethnography immersions. Charles holds a PhD in Applied Semiotics, a qualitative research methodology that provides insight into consumer psychology through the lens of culture and ‘language’ (words but also graphics, images, colours, music, and architecture). He has been a global evangelist for market research semiotics his entire career. Charles’ research category experience is broad, spanning CPGs like alcohol and fast food through automotive, finance, gambling, and technology.