Fractional Expert Melbourne, Australia

Finn - Fractional Research and Insights Expert

At Maestro, we know there’s more to life than work. In fact, it’s the experiences, relationships and pursuits we have outside of work that can often give us an edge in what we do each day. We host an interview series called “Meet the Maestro” where we interview our Maestros and get an insight to who they really are and what makes them tick - beyond the CV.

Finn is a market research professional with more than 25 years of experience across both agency and client-side roles, delivering qualitative and quantitative research for commercial and public sector organisations. He has worked across Australia, Europe, Asia, the Middle East and the US, partnering with some of the world’s most recognisable brands including Microsoft, Sony, Coca-Cola, McDonald’s, Mars, Nestlé, Kellogg’s, Smirnoff, Fosters and Kimberly-Clark.

What sets Finn apart is his ability to step back and see the bigger picture when designing research programmes, bringing clarity to complex, multi-layered challenges. He has a strong instinct for selecting the right methodology for the question at hand and for distilling large, often messy datasets into a clear and compelling story that drives action. With deep experience across a wide range of sectors and approaches, Finn is known for bringing structure, judgement and narrative clarity to research, helping clients move from information to insight and from insight to confident decision-making.

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1. Tell us about a career highlight to date…

I was offered equity in a research agency which was an honour and I was considered for a Market Research Effectiveness Award and I have presented Marketing Excellence Awards.

2. Talk us through an unusual career choice you’ve made along the way…

About ten years ago I made the decision to take up a six-month contract role at ANZ bank, it was my first client side role. For many years several mentors of mine had been urging me to make the transition to client side, and even though the role at ANZ was not long-term, I figured ANZ is a blue-chip brand and taking on a short-term role was worth the risk. The role was Head of Consumer Research. 

3. When you were little, what did you want to be when you grew up?

Can I say play football for Carlton?  

4. What are your passions outside of work and how do you make time for them?

I am married with a daughter and we have two border collies whom we love, and as a family we love traveling. In recent years I have become somewhat of an amateur travel photographer with a particular interest in street photography. 

5. If you could instantly master any skill or hobby, what would it be and why?

I think with photography the hardest thing is being able to spot something that is worth shooting. Having an ‘eye’ as they say. I think I am OK at this, but I know there are many photographers out there who are so much better at this than me, so this is something I am constantly striving to get better at. 

6. What’s a personal value or belief that guides the way you live your life?‍

I know this is a cliche but just treating people with respect. Whether it be one’s work or personal life, if you treat people well you’ll find people will treat you well in return. The best work I have been involved in has been with people whom I had a good relationship with. Research is only as good as the client brief and the data. If you get along really well with a client, they’ll open up and give you a good brief, and that is half the battle won.

7. What’s a challenge you’ve overcome outside of work that shaped you?‍

While I have always been relatively healthy, about 8 years ago my GP told me my health wasn’t as good as it could be and so I made a number of lifestyle changes – healthier diet, fasting, more exercise – and I am now healthier and stronger than I ever have been. Health comes first for me now.

8. What do you think your job will look like in 10 years time? ‍

At the risk of sounding negative I think it’s fair to say research will be a form of work that will be impacted by AI. But looping back to my earlier comment about the ‘bigger picture’, I think the application of AI in research will need to be handled with human guardrails in place because research is just so complicated and there is an almost intangible intelligence to producing good research that I think AI will struggle to replicate.  

9. If you could travel anywhere in the world tomorrow, where would you go and what would you do?‍

I have travelled extensively through Asia over the last 6 years, mainly because I don’t want to do long haul flights anymore. But despite this I would like to go back to New York because I know I would take much better photos there now than I did the last time I was there. I’d also love to take my daughter to Sapa in Vietnam. And we also want to go to the Yunnan province in China.

10. What does success look like to you?‍

It’s not about money anymore. Time is the new currency. Doing what I want to do is success. 

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