Joseph Chen
Consumer Insights Lead, McDonald’s Canada

Joseph is Consumer Insights Lead at McDonald's Canada. Prior to McDonald's, Joseph worked at The Hershey Company in various roles (Canada, Digital and Brazil). Joseph worked at Unilever Canada for five years supported all categories from foods, home care to personal care including exciting brands such as Becel, Knorr, Hellmann's, Lipton, Breyers, Vim, Dove, Axe, Degree, Vaseline and among others. 

Prior to Unilever, Joseph was at Kraft Canada. He was a part of the Consumers Insights and Strategy group at Kraft and worked in the beverages sector. Prior to Kraft, Joseph spent a few years on the research agency side focusing on luxury goods, consumer products, automotive, and telecommunication. He has developed strategies for his former clients in areas such as advertising, brand identity, customer satisfaction, and product optimization.

Joseph has research papers published in the Journal of International Consumer Marketing, Canadian Journal of Marketing Research, Advances in Consumer Research, Proceedings in 9th Cross Cultural Research Conference, Proceedings in 2004 Asia Pacific Association for Consumer Research Conference and Proceedings in Association for Consumer Research Conference on Gender, Marketing and Consumer Behavior. Joseph was also a contributor to Millward Brown Perspectives.

He was also a part-time faculty member and taught Research Methods in both undergraduate and graduate level at the University of Guelph. 

Joseph holds a Bachelor of Commerce degree in Marketing Management and a Masters of Science degree in Consumer Studies both from the University of Guelph. He is a member of the Association for Consumer Research (ACR), the Society for Consumer Psychology (SCP) and the Marketing Research Intelligence Association (MRIA).