Jeff Hecker Headshot


Toronto, Canada

Jeff Hecker

Brief Bio

Jeff’s 20-years of experience includes work at ad agencies like McCann and JWT, client-side work in the marketing groups of companies like Yellow Pages and Rogers Communications, and supplier-side research experience with Athena Brand Wisdom, where he is a founding Principal. Jeff is known for bringing a strong understanding of business issues and marketing strategy to every project he is involved with.

Jeff is a member in good standing of the Qualitative Research Consultant’s Association (QRCA), and has served as the Associate Editor at Vue, the magazine of Canada’s Marketing Research and Intelligence Association (MRIA).  Jeff has an MBA in Marketing from the Schulich School of Business at York University, and a degree in English Literature and Semiotics from the University of Toronto.

Category Experience

Jeff has deep experience in the Food & Beverages, Household, Healthcare & Pharmaceuticals, Telecommunications, Software & Consumer Electronics, Financial, Automotive, Travel & Tourism, and Entertainment categories.


As a RIVA-trained moderator, Jeff is fluent in conventional qualitative approaches such as focus groups and interviews, as well as with online qualitative approaches and observational (ethnographic) methods. Jeff also has substantial experience with user research of all kinds, including prototype research, usability testing, persona development, and research to support information architecture development. In addition, Jeff and his partner Sarah Johnson are among the few researchers in North America to offer marketing semiotics as a method, using it to decode the symbols around categories and brands, and to help position brands on the leading edge of cultural change.