The Acid Test
Grant’s first cross tab was in 1992 using SPSS for DOS on a consumer sample of New Zealand farmers. Since then, he has lived and worked in Sydney, Melbourne and Ho Chi Minh City; and has conducted projects across the APAC region. His areas of expertise are consumer experimentation (for NPD and optimisation), segmentation (to support strategy and planning) and data mining (to understand ROMI and marketing budget allocation). Grant is back in Sydney and part owner (with Simon Howell) of the research and data agency The Acid Test. Although we are self confessed nerds, we have a strong grounding in consumer reality and an appreciation of business issues.