Bill Morgan
MD, Cognition Research & Strategy
Overview
Based in Sydney Australia, Cognition is a full-service offering specialising in qualitative and ethnographic approaches. We work both internationally and domestically, for some of Australia’s leading brands across brand strategy/CVP development, NPD and Shopper Research across both consumer and B2B.
Services
Problem solver: an experienced and creative research professional who delivers insights to drive business success.
I have over 20 years’ experience as an insight professional with agency and client-side experience. While most of my work has been in the UK and Australian domestic markets, I have conducted projects in some 20 plus countries, everywhere from Bulgaria to Brazil, from the USA to China. In Australia, I continue to work with some of the country’s leading brands and organisations undertaking mainly domestic, but also some international studies.
A dual-skilled qualitative and quantitative researcher, I specialise in qualitative research, particularly ethnographic approaches, but commonly bring both disciplines to bear to address the brief and solve the business question at hand.
I have a passion for behavioural science, and design thinking, and am always seeking ways to apply learnings from these areas to my work.
Fundamentally, I believe people are fascinating and that’s why we do what we do.
Core areas of expertise; CVP/Brand Strategy, NPD and Shopper research.
About
I am married to Sarah and the proud father of two boys; Oscar, eighteen, and Patrick, aged twelve.
I love the life I have established in Australia since moving from the UK eighteen years ago and I became an Australian citizen in September 2011.
I am physically active, keep fit and play amateur football on Sundays as I have done all my adult life; enthusiasm and effort have made up for lack of innate talent. I also am an active surf patrol member at Clovelly in Sydney and did actually save someone once!
I enjoy music and my tastes are broad. I love going to see live music and used COVID to finally learn to play a few tunes on the guitar – I’m still pretty awful.
I keep up to date with current affairs and read broadly, especially history. My wife (mainly) and myself have in the last few years been involved in a small amount of charity work generally in the refugee space.
When relaxing, I spend time cooking, socialising and very occasionally motorcycling. I am somewhat worried by my increasing interest in gardening and DIY and have developed distinct ‘weekend warrior’ tendencies.
