Mavens of London
James Campbell was an early Maven, working initially in London on projects like Cleanipedia and Unilever’s sustainability research, among others. James moved to the US in 2015 to lead Mavens’ New York City office, working with clients including Unilever, Ben & Jerry’s, Ernst & Young, and IKEA.
James studied normative psychology and cultural studies at McGill University, with an emphasis on statistics and experimental design, and learned how to apply it doing a Master’s program at the London Business School. James' primary expertise is in deriving consumer insights from online data, designing advanced statistical and textual analysis, and connecting insights to executive-level strategy.
- Using facial recognition AI to build demographic profiles of highly specific audience groups
- Building nuanced personas of target audiences using consumer-derived language
- Identifying the underlying trends in user interest within the category and predicting how these will affect your go-to-market strategy