Nathan’s market research journey started in China. Asia was a far cry from growing up in the middle of America, and presented an exciting opportunity to be an observer of consumer behavior. Traditional market research approaches to brand health and product innovation provided Nathan with exposure to everything we call System 2. After years of “rational” research approaches, he was ready to explore the more ‘irrational’ emotion centric side of consumer behavior and joined System1 Research in 2013, then called BrainJuicer. Having worked in several parts of the world, he brings a global mindset to clients’ business and research.