Andy Ford, CultureWaves™ WaveMaster and Chief Insights Officer for NOBLE Communications delivered the keynote address at the 21st Annual Hospitality Industry Symposium held this week in San Francisco. Ford is also a frequent contributor to The Food Channel.
The theme of this year’s conference is Three Pillars of Balance: Wellness, Sustainability, Humanity.
Andy Ford is a trained observer of the effect that lifestyle choices, demographics, media bombardment, education, and experiences have upon the world’s diverse population. His job is to fit in with – and infiltrate – a variety of groups, giving him a unique perspective on social and brand interaction.
As WaveMaster, Ford works in close association with the CultureWaves creative laboratory where consumer insights are tracked 24/7 via a proprietary virtual landscape. He stays plugged into the heart of consumer trends by monitoring their exploration and experimentation. He then translates this in-the-trenches experience for clients, helping them understand the purchase and consumption behavior of their target audiences A few brands for which he has translated waves include Doritos, Taco Bell and Auntie Anne’s.
Immersing himself in popular media to better understand his audience, Ford is a publisher of the blog afordrunning.com and the Wave Master’s blog on the CultureWaves website. His first-hand knowledge of underground trends impacting the products and messages in the mainstream will take you inside the heads and hearts of the next generation consumer.