Michele Erskine

In her role at Solutions Research Group Consultants Inc. (SRG), Michele has found the ideal environment to leverage her keen interest in demographic trends, particularly youth and young adults, with her extensive background in research. Her career has included positions agency-side with MBS as Research Manager, broadcaster-side with the Corus radio group as Director of Marketing and Research and supplier-side with Youth Culture and now SRG.

Michele is finding that the opportunity to continue her work with youth but also work with adult segments serves to further clarify the points of distinction between the ages. The techno-cultural rift between the "over 30s" and "under 30s" is a development that she first noted in SRG's "In the Name of Cool" syndicated study, and which she continues to monitor with interest. This gulf applies to virtually every business. "The move to a mobile-based society from a home-based society will have implications for everyone which none can afford to ignore."

Bringing research to life by adding contextual learning to data is a core component of any presentation she makes, so don't expect too many Powerpoint slides.

Through her career she has served on both the PMB and BBM research committees. She is an active speaker and has in the past spoken at conferences including: Strategy Magazine's: "What Women Want" and "Understanding Youth" conferences, the Bureau of Broadcast Measurement's "Staying Tuned" conference, the Canadian Advertising Research Foundation's "Understanding the Youth Market" seminar, the Department of Defense's Cadet Vision Meeting, and the Association of Canadian Co-operative Post Secondary Educators "Education at Work" conference, and most recently was a designated youth expert for the U.S. Federal Trade Commission (FTC) at a conference in Washington on "Violence in Children's Entertainment." She is quoted regularly in the press and trade papers, and was a featured youth expert on the CBC documentary "Cool Threads."