Brandtrust-Chris-Hoel

Chris Hoel

Associate Director

“I enjoy the diversity of backgrounds and the different ideas everyone brings to the table.”

Studying sociology and anthropology in school, Chris began his career in the world of standardized testing and measurement. During this time, he came to realize there was more to understanding someone (and their potential) than a few questions. Searching for a way to use his love of the social sciences, Chris found Brandtrust and realized a unique opportunity to dig deeper into the psychology of consumers.

As Associate Director, Chris designs 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. “No matter the industry, all businesses must ultimately address and speak to base human needs in order to be successful. I love designing and conducting research that reveals these fundamental truths.”

Chris lives with his wife in the Roscoe Village neighborhood of Chicago. Together they enjoy traveling, exploring new restaurants and frequenting the great beer bars and breweries the city has to offer.

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