Daniel Berkal
Partner; SVP Innovation | The Palmerston Group
Toronto, ON, CANADA
Award winning Ethnographer. Global Speaker. Enveloped in the Cultural Zeitgeist.
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Biography
Daniel Berkal is SVP Research & Innovation and a partner at The Palmerston Group. He's personally conducted hundreds of energetic interviews of various sizes, ethnographies, mystery shops and ideation sessions among consumers and professionals in North America, Central America, Europe and Asia. He is a globally recognized expert in immersive methodologies.
The recipient of the 2011 QRCA Qually for excellence in Qualitative Research, Daniel has worked on the most innovative brands in business and is best known for completely immersing himself in consumer environments. With projects featured in Fast Company and Forbes, he's been called "Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period." He led a team that recently earned the 2016 MRIA award for “Best Qualitative Project” for immersive work with Cirque du Soleil.
Daniel holds degrees from McGill University and The University of Texas at Austin.
Industry Expertise (10)
Research
Specialty Retailers
Market Research
Retail
Social Media
Entertainment
Advertising/Marketing
Business Services
Internet
Consumer Electronics
Areas of Expertise (10)
Popular Culture
Trends
Market Research
Qualitative
People
Technology
Trendspotting
Change
Social Media
Ethnography
Accomplishments (2)
MRIA - Best Qualitative Research (professional)
2016-06-01
Awarded for "Project 72: The Millennial Experience"
QRCA - Qualitative Excellence Award (professional)
2011-04-02
Awarded for "Project See-Store: Getting Behind the Counter" The premiere award in the business.
Education (2)
University of Texas - Austin: 2003
McGill University : 2001
Affiliations (4)
- QRCA
- AMA
- AAAA
- AAF
Links (1)
Languages (1)
- English
Event Appearances (18)
"From the Triforce to Bermuda: Why Triangles are More Powerful Than You Think"
Market Research Intelligence Association Conference Vancouver, Canada
2018-06-11
“The Magic Triangle Mystery Revealed”
AQR/ QRCA Worldwide Conference on Qualitative Research Valencia, Spain
2018-05-17
"The Masterclass: Designing Spectacular Methodologies"
QRCA National Phoenix, USA
2018-01-26
"Project Secret: The Inner Voice"
Worldwide Conference on Qualitative Research Vienna, Austria
2016-04-20
"Breaking Down The Glass"
American Advertising Federation Baton Rouge, USA
2016-10-07
"Project 72: The Millennial Experience"
ESOMAR Global Qualitative Paris, France
2015-11-24
"Project Butterfly: Escaping The Net"
SAMRA Qualitative Cape Town, South Africa
2013-10-30
"Project Butterfly: Escpaing The Net"
MRSNZ Auckland, New Zealand
2012-04-12
"Project See-Store: Getting Behind The Counter"
IIR - Shopper Insight In Action Chicago, USA
2010-07-10
"Cultural Curators"
Social Media Week 2011 Toronto, Canada
2011-02-07
"Project Butterfly: Escaping The Net"
AQR/ QRCA Worldwide Conference of Qualitative Research Rome, Italy
2012-04-25
"Project See-Store: Getting Behind The Counter"
Symposium on Qualitative Research Chicago, USA
2011-05-25
"Project Butterfly: Escaping The Net"
NXNE Interactive Toronto, Canada
2012-06-12
"Project Butterfly: Escaping The Net"
MRSNZ Wellington, New Zealand
2012-04-16
"Project Butterfly: Escaping The Net"
Vincor DTC Summit Niagara-On-The-Lake, Canada
2012-03-19
"Sex Sells: Lessons from the Digital Underground"
NXNE 2013 Toronto, Canada
2013-06-12
"Destroying The Machine"
Social Media Week Toronto, Canada
2013-09-18
"Project Butterfly: Escaping The Net"
SAMRA Qualitative Johannesburg, South Africa
2013-10-28
Sample Talks (3)
Breaking Down The Glass
This presentation looks at specific examples where adding in an immersive component has worked in concert with an otherwise standard qualitative approach in order to create a significantly deeper understanding of a consumer experience that is far greater that can be attributed to just using a conventional technique. After looking at these examples, along with any other elements that may be brought in from the audience, we will build a best-practices checklist that will be useful for those who are interested in exploring these dimensions in the work that they do.
"Project Butterfly: Escaping The Net"
What effect can learning about how sociable people interact in the real world have on the online space? We set out on a multi-city project, both online and in the real world, immersing ourselves so that we could truly understand the elements that contribute to interaction and involvement. By building a framework of how 'highly sociable' people work in each sphere, we're able to use this knowledge to help build online brand presence and online social communities that act more naturally.
"Project See-Store: Getting Behind The Counter"
4937 miles. 3 States. 143 Convenience Stores. In Depth. Talking to consumers. Exploring the environment. Getting behind the counter. This is the quintessential exploration of the C-store environment. A multidimensional piece of ethnographic research in which researchers actually got behind the counter and worked the graveyard shift at America's most dangerous convenience stores. The results will surprise and inspire your audience. Featured in Fast Company & media worldwide.
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- Keynote
- Moderator
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