New York

Seth Barr

Lead Inventor

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eth has a knack for understanding consumers and loves employing that understanding to help clients develop better products and create memorable consumer experiences. Employing equal parts curiosity, wit, and healthy pragmatism, he constantly keeps an eye on culture to understand where opportunities may exist, and how to tap into them.

Before joining ?What If!, Seth spent 10 years in the brand development and consumer insights world helping brands like PepsiCo, Heineken, American Express, Pfizer, and others understand their consumers, their needs, and how to engage them more reliably and effectively. In 2004 Seth earned an MBA from the Yale School of Management with concentrations in Strategy and Marketing. While there, he also found the time to meet his amazing wife.

When not cracking tough innovation challenges, you can find Seth running the loop around Prospect Park, hosting casual yet detail-oriented BBQs, or mowing his tiny Brooklyn yard with an appropriately tiny lawnmower.