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 BRS 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.
