I’m Jill Caldwell. I research the everyday lives and values of New Zealanders to discover fresh insights. I like to challenge conventional wisdom.
I formed Windshift in 2000, after 11 years in the market research industry. I help people in businesses and organisations to understand their customers and audiences, and to build positive relationships with them.
My main focus is on sharing insights into the hearts and minds of New Zealanders with marketers and communicators. The main formats I use for this are short reports and interactive presentations. I also co-wrote 8 Tribes: the hidden classes of New Zealand .
The raw material comes from large scale shared research projects – one or two per year. These work on a subscription basis. So they allow clients to access information about emerging trends or changing demographics that they might not do themselves.
Clients and Networks
I work with a range of private companies, public sector organisations and agencies, including [in the last 12 months]:
AA Insurance | Assignment Group | Central Otago Regional Council | FCB New Zealand | Forest & Bird | HT Group | Sputnik Ltd | Wellington Regional Council
I formed the Windshift Network to keep people up to date with what I’m thinking and doing. Join the network now [see below] and get my monthly Windshift Observations newsletter.