seth barr

Seth Barr

Lead Inventor

Seth has a knack for understanding consumers and loves using this understanding to help clients develop better products, services, and 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. In his time as Lead Inventor at ?What If! Seth has applied these skills to help anticipate and solve for the impulse purchases of the future in the world of CPG, develop an entirely new category and pipeline of drinks for a major brewer, and create the overall brand experience for a new player in the fast-growing co-working space industry.

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’ needs and how to engage them through genuine emotional connections. 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 BBQs, or mowing his tiny Brooklyn yard with an appropriately tiny lawnmower.

The ?! moment I’ve had the greatest Adventure:
We were challenged to identify white spaces opportunities for spirits in key Asian markets. All I can say is you haven’t really walked in your consumer’s shoes until you’ve drunk 140 proof baiju directly from a factory still at 8:30 in the morning.

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