Chris Hoel

Director, Research

As Director of Research, I have a passion for understanding human truth, and applying it to business and brand challenges. My goal is to create more human-centric strategy, enabling brands to connect with their customers through a mutual relationship of positive change. As a veteran researcher and strategist, I design research that helps tell the consumer’s story from their point of view and uses psychological and behavioral economic principles to help understand the unconscious biases and heuristics they use to make decisions.

I love being a father to my amazing toddler and have a wonderful family I enjoy spending time with. I spend much of my free time reading about ideas, especially around how truth and knowledge are created. I love to travel. I’m a Scotch whisky and classical music enthusiast by choice, and now thanks to my daughter, a Disney enthusiast by brute force.

I strive to uncover Human Truth – the intersection of deep consumer insight & brand purpose that drives positive change for all.


  • Culture List: “The Demon Haunted World” by Carl Sagan, “The Beginning of Infinity” by David Deutsch and ”The Constitution of Knowledge” by Jonathan Rauch.
  • Bucket Items: Spend time in the Middle East, own a Scotch whisky bar and find a viable third way in American politics.
  • Memorable Facts: I have four influential thought leaders that have changed my outlook on life: Jonathan Haidt and Lisa Feldman Barrett (helped me deeply understand people) as well as Carl Sagan and Richard Feynman (helped me recognize human fallibility).
  • One Human Truth I Live By: A Latin proverb (Ubi dubium ibi libertas) Where there is doubt, there is freedom.
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