One of the pleasures of working with Laurence is that he firmly believes that no single research methodology is perfect in finding and refining insights.   He designs the methodology to the answer the question.  In one example his approach was to bring travelers ‘to the kitchen table’ to deconstruct the real vacation booking process.  This approach revealed the insight that for non-web savvy travelers the person they turned to search online effectively took ‘control’ of the purchase decision.   Laurence’s approach to helping clients leverage the value of research goes far beyond just the report.  With broad experience in many categories his business acumen is invaluable in providing a deeper, more relevant, application of the insights within a wider business context.
-- Nicholas Austin, VP Managing Director, Segal Communications

We were introduced to Laurence Bernstein by our mutual client, General Motors, in 2002, when our agencies were brought together to advise Cadillac on the business opportunity in the gay and lesbian consumer segment.  Subsequently, we have collaborated on research and strategy development for such Fortune 500 clients as Allstate, IBM, ING, Lexus, and Procter & Gamble, as well as such smaller mid-sized companies and nonprofits as LoveandPride.com, the Hartland Group and SAGE USA.   The research—whether qualitative or quantitative—always led to:  a) valuable insights that  b) guided development of a strategy that met the brand’s objectives by c) successfully appealing to the target’s core beliefs and motivators.   Laurence is a brilliant researcher and strategist.  He communicates his ideas clearly and effectively.  He is witty.  He is fabulous.  And for whatever it’s worth, he never misses a deadline.
-- Stephanie Blackwood, Founder and CHief Client Officer, Double Platinum Advertising"

We engaged Laurence for a specific research to validate a new product offering we were considering to go to market with.  Laurence has a keen insight to know how to take a series of research issues and narrow it down to the specific problem to solve for.  He challenged us to think precisely of the problem we were trying to solve for, and worked with us as a partner rather than only as a researcher. He provided an excellent approach and research recommendations and guided the entire process easily for us.  He is very sensitive to timelines and presentation results are impressive.  Laurence and his team area also a pleasure to work with and we highly respect the value that they brought to our company
-- Christine Zalazal, AVP Marketing, First Ontario Credit Union

Working with Laurence has always been inspirational for our research clients. He has a unique way of understanding exactly what needs to be asked and focuses on how to get the best answers in the easiest way for the least money. He has worked with clients in Canada, the US and around the world, and we have never heard anything but the highest praise for his research strategy and insight. We have worked with literally hundreds of researchers, and can safely say that Laurence falls within the top 5%, if not even the top 1%.
-- Jayme Harper, Managing Director, Progressive Monkey Inc.

Laurence and his firm, BC3, are major innovators in the advertising and research community. We have worked with them across a huge range of categories, everything from tourism to technology to entertainment, and they are continually able to bring fresh approaches that unearth truly new insights. They bring a unique combination of deep expertise in the field and a willingness to combine that with new techniques and strategies. Laurence and his team have proved to be valuable partners because they deliver actionable results both efficiently and cost effectively. They are a resource we’ve brought in to work with us and our clients many times over the years.
-- Catherine Frank, Founding Partner, Clean Sheet Communications

In 2008 the International Gay and Lesbian Chamber of Commerce (IGLCC) commissioned you and your company Double Platinum/BC3 Strategies to conduct a market study of the overall situation of the Lesbian, Gay, Bisexual and Transgender marketing segment potential in the 13 specific countries where we were present around the world.I am pleased to say that the main reasons behind our choice are because of your experience in marketing to the international LGBT community and because you take a unique, pragmatic approach based on solid business practices. Furthermore, you apply the same principles to LGBT marketing as one would to marketing in any other segment.We intend to continue this study and obtain additional and more in depth data for each of the countries where the IGLCC is currently present. It will be in our professional interest to work again with you and your team.
-- Pascal Lepin, Secretary General, International Gay and Lesbian Chamber of Commerce


 


Laurence Bernstein

Areas of Expertise:

Customer Service
Marketing
Non-Profit
 






Laurence Bernstein has a diverse background of unrelated skills and activities, culminating in his current focus on helping companies understand the people they deal with, internally and externally, and guiding them on how to deliver meaningful experiences all around. In an odd way, he calls this brand consulting, and he accomplishes it through the auspices of the company he founded 10 years ago, The Bay Charles Consulting Group.
 
Protean Strategies makes magic happen by finding new ways to understand how people integrate products and services into their lives. This empathic understanding is combined with what is known about the product, the cultural and social context of the customers and the dreams and visions of the company, followed by intensive praying that some greater insight will crystallise from the ether. This is called Rainmaking: not really making it rain, but making the conditions right so it wants to rain!
 
Laurence Bernstein has made magic in a number of countries (UK, Germany, US, Denmark, Canada), many categories (cars, planes, tourism, banks, liver disease, and almost everything else) and in many segments (private, public, not for profit). He has developed gay and lesbian marketing strategies for companies around the world and is considered something of a thought leader in this space.
 
As researchers, Laurence has always been a thought leader, trying to develop innovative, robust and interesting methodologies to learn about people and stuff in the maximum depth with the minimum effort (i.e. cost). Together with Professor Bruce Barnes, Baycharles lead the way in applied Jungian psychoanalytics with the extremely successful Inner Directives methodology. Lately Protean has been developing ways of applying behavioural economics to insight gathering, using thin slicing and predictive market theories.
 
In the last ten years or so Laurence has penned an almost unending trickle of highly opinionated and contrarian literature on a wealth of subjects, including marketing and related disciplines. In spite of a sad record of annoying and even offending people, these articles, white papers and scribblings have appeared in publications and blogs in Canada, USA, UK, Germany and Italy. He has been a featured speaker at marketing and related convocations in Canada, US, UK, Holland, and has been invited to present topics and seminars at universities and colleges across this great nation.
 
Laurence is a graduate of Cornell University and is a member of the Cornell University Trustee Council, and the Cornell Arts Committee. He has worked for major hotel brands, advertising agencies (Saatchi and Saatchi, Chiat Day, Y&R) and was managing partner at RPM, one of Toronto’s most innovative and successful dance clubs. His worldview has been honed by stints living in the UK, US, Germany and, of course, being born and raised in South Africa.
 
Laurence lives in Toronto with his long-term partner and two cats.
 
Laurence on Laurence
“Three things temper my approach to work and play: a belief that the primacy of the West (North America specifically) is being over shadowed by other cultures and philosophies, largely due to our collective inability to envision, celebrate and amplify change; secondly, an almost Jungian belief that our culture is guided inexorably by a weird sort of spiritual commune; and, finally, that, in spite of it all, a shared vision for a greater future can bring us to a better place.
 
“Based on this I believe that we need to: understand the greatest internal and external relevance of whatever it is we are doing; understand and exploit collaborative intelligence, and find new and intriguing ways to understand the shared (or soon-to-be-shared) vision between people (whom some call clients, others call consumers and still others call stakeholders.
 
“Other than the above, I confess to being a closet computer geek and obsessive news junkie.”

Laurence Bernstein has a diverse background of unrelated skills and activities, culminating in his current focus on helping companies understand the people they deal with, internally and externally, and guiding them on how to deliver meaningful experiences all around. In an odd way, he calls this brand consulting, and he accomplishes it through the auspices of the company he founded 10 years ago, The Bay Charles Consulting Group.
 
Protean Strategies makes magic happen by finding new ways to understand how people integrate products and services into their lives. This empathic understanding is combined with what is known about the product, the cultural and social context of the customers and the dreams and visions of the company, followed by intensive praying that some greater insight will crystallise from the ether. This is called Rainmaking: not really making it rain, but making the conditions right so it wants to rain!
 
Laurence Bernstein has made magic in a number of countries (UK, Germany, US, Denmark, Canada), many categories (cars, planes, tourism, banks, liver disease, and almost everything else) and in many segments (private, public, not for profit). He has developed gay and lesbian marketing strategies for companies around the world and is considered something of a thought leader in this space.
 
As researchers, Laurence has always been a thought leader, trying to develop innovative, robust and interesting methodologies to learn about people and stuff in the maximum depth with the minimum effort (i.e. cost). Together with Professor Bruce Barnes, Baycharles lead the way in applied Jungian psychoanalytics with the extremely successful Inner Directives methodology. Lately Protean has been developing ways of applying behavioural economics to insight gathering, using thin slicing and predictive market theories.
 
In the last ten years or so Laurence has penned an almost unending trickle of highly opinionated and contrarian literature on a wealth of subjects, including marketing and related disciplines. In spite of a sad record of annoying and even offending people, these articles, white papers and scribblings have appeared in publications and blogs in Canada, USA, UK, Germany and Italy. He has been a featured speaker at marketing and related convocations in Canada, US, UK, Holland, and has been invited to present topics and seminars at universities and colleges across this great nation.
 
Laurence is a graduate of Cornell University and is a member of the Cornell University Trustee Council, and the Cornell Arts Committee. He has worked for major hotel brands, advertising agencies (Saatchi and Saatchi, Chiat Day, Y&R) and was managing partner at RPM, one of Toronto’s most innovative and successful dance clubs. His worldview has been honed by stints living in the UK, US, Germany and, of course, being born and raised in South Africa.
 
Laurence lives in Toronto with his long-term partner and two cats.
 
Laurence on Laurence
“Three things temper my approach to work and play: a belief that the primacy of the West (North America specifically) is being over shadowed by other cultures and philosophies, largely due to our collective inability to envision, celebrate and amplify change; secondly, an almost Jungian belief that our culture is guided inexorably by a weird sort of spiritual commune; and, finally, that, in spite of it all, a shared vision for a greater future can bring us to a better place.
 
“Based on this I believe that we need to: understand the greatest internal and external relevance of whatever it is we are doing; understand and exploit collaborative intelligence, and find new and intriguing ways to understand the shared (or soon-to-be-shared) vision between people (whom some call clients, others call consumers and still others call stakeholders.
 
“Other than the above, I confess to being a closet computer geek and obsessive news junkie.”