Egg Chicago was actually born years ago as an upstart in the insight hunting space. I joined a handful of folks working out of a loft in the historic Tree Studio Building over on Ohio street. And spent a LOT of time immersing myself in the world of consumers to uncover insights that could guide companies to build better products and brands. From snack shopping with Millennial Moms, to tailgating with Grilling Enthusiasts, to accompanying Boomers on doctor’s visits, etc., I illuminated routine behaviors, as well as uncovered needs and desires by “walking in their shoes.” Then translated those learnings into roadmaps for strategic innovation and brand building.