Who We Are
Philip Wyckoff, Principal, Strategic Research Consultant & Founder at Wyckoff Partners, is a forward-thinking marketing professional with a track record of uncovering insights that create impactful marketing strategies for his clients.
As a research consultant and moderator with over 25 years of agency and client-side experience, he is skilled at designing and executing world-class research that is laser-focused on addressing critical business issues while building deep relationships with his clients’ cross-functional teams.
His experience spans diverse industries including healthcare, technology, food & beverage, restaurants/food service, retail, home & personal care, telecom, media, automotive, among others.
Before founding Wyckoff Partners in 2012, he served in strategic insights roles at Nestle, Lieberman Research Worldwide (now Material), BASES (a division of Nielsen), IRI (now Circana) and Leo Burnett Advertising. Phil also was an ex-pat in South America, successfully opening a BASES office in Sao Paulo, Brazil and providing leadership to the newly-formed Latin America region.
He is passionate about innovation and brand communications, with particular interest in semiotics and its commercial applications to drive competitive advantage.
He holds an M.B.A. from Northwestern’s Kellogg School of Management and a B.S. in Business Administration from Miami University.
Our Collaborative Approach
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The research brief is the most important document in any research study, and we work closely with clients to understand all the elements of the brief, often providing guidance on ways to strengthen it. Through these collaborations, we ensure that our studies are effectively delivering against our clients’ objectives.
Curiosity to understand our clients’ critical business issues and “must-win” battles, with an eye toward short-term and long-term decision-making that results from our engagements.
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Every study is custom, drawing on 25+ years of interdisciplinary experience (qual, quant, and analytics) so qual seamlessly informs broader learning plans.
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One point of contact, regardless of the complexity involved.
Our clients get one direct point of contact for seamless project delivery, backed by a dedicated team managing every operational nuance from end-to-end.
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Senior-led conversations that engage diverse audiences, from everyday consumers to physicians and executives, to push past opinions to unmet needs.
We thoughtfully leverage AI where it enhances speed, synthesis and exploration—while ensuring strategic thinking and interpretation remain human-led.
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Most research reports are read once and filed away. We embed design into every stage of our work, ensuring insights aren't just gathered—they are actively socialized throughout our clients’ organizations.
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Understanding Is Only Valuable When It Drives Action
Most research stops at passive observations. We bridge the gap between human understanding and business execution by transforming qualitative findings into practical strategic frameworks that help organizations make confident choices.
Our work frequently includes:
• Strategic frameworks
• Opportunity maps
• Consumer archetypes
• Journey models
• Innovation territories
• Brand positioning frameworks
• Visual identity guidance
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Culture never stands still, and neither do consumer expectations. Therefore, brands do not live in a vacuum; they compete within these fluid cultural conversations.
By combining qualitative research with cultural analysis and semiotics, we help clients decode where culture is today and anticipate where it is heading tomorrow, enabling brands to lead the change instead of reacting to it.
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We cut through volumes of data to deliver crisp, story-driven narratives, practical frameworks, and immediate execution steps.
“The team was really impressed by your analysis, and the way you walked us through the results was especially helpful. It provided very clear direction for the team to move forward.”
Geri Yoshioka
Director, Consumer Planning & Insights
Walgreen Co.