After 17 years of consumer insights experience in the CPG, Biotechnology and Energy Industries, Will saw an opportunity to blend his passion consumer insights with his expertise in behavioral science based design. TriggerPoint is the result of that passion. Outside of TriggerPoint, Will enjoys spending time with his wife and their young son. He has also completed three Iron Man events, so it’s best not to challenge him to a foot race. In 2011, Will won the IIR Explor Award for his ground breaking use of behavioral research and design to non-consciously drive cross-purchases at PepsiCo.