Judith Wright
Ethnographer

Judith is one of our three specialist Freelance Partners, with 30+ years experience in finding innovative solutions to marketing strategy and branding problems through the use of ethnographic methods, qualitative research and brainstorming.

Judith started her career in advertising in England (Redheads Advertising), then enjoyed consulting positions in New York for eight years with Dunham & Marcus (marketing consultants) and Kane, Bortree & Associates (a positioning and new product development shop). For the past 25 years, she has been in San Francisco: first as Vice President of Planning at Freeman Marketing (a new product and advertising agency) and then as a Partner at The B/R/S Group (marketing counsel, qualitative research). Judith first worked with Fern at LeapFrog before joining her in her work at The Strategy Shop.

Judith’s experience is vast and diverse: understanding educational applications for Apple, determining unmet needs of extreme winter outdoor sportspersons for Under Armour, finding opportunities for pleasure in business travel for Avis, positioning development for a Nestle product for young mothers, optimizing a handheld retail sales app for Anthropologie, and studying nightlife habits of Skyy Vodka customers.

Judith loves the challenges and stimulation of her work, and her passion is undimmed after more than 30 years in positioning, new product development, attitudinal segmentation and brand equity, extension, and revitalization work.

Judith loves the challenges and stimulation of her work. Her passion for positioning, new product development, attitudinal segmentation and brand equity, extension, and revitalization work remains undimmed.