Lorne McMillan is a career marketing researcher who has worked
in Europe and the U.S. and now has over 20 years of hands-on project
experience. He joined The B/R/S Group in 1996 from Research International
in the UK, where he was Worldwide Director of Automotive Research.
In terms of research expertise, he is equally at home using quantitative
or qualitative approaches to issues, and has particular skills
in packaging research, branding and positioning research. He is
fortunate in that the categories in which he works tend to reflect
his interests, and include automobile, alcoholic beverages, packaged
goods and software entertainment.
Lorne takes a particular delight in interviewing people in the
context that the research demands, and this has included teen
console video gamers in their basements, drinkers of premium vodka
in their favorite bars and sports car owners driving round their
own neighborhoods.
Lorne holds an honors degree in Humanities from a college in London,
England.
