PJ Santoro
President | Chief CX Strategist & C[IQ] Architect

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Insights on consumer-centric growth, marketing strategy, and operational execution.

Consumer-Led Growth. Measurable Impact.

At C[IQ], we don’t just ask questions — we connect the dots, challenge assumptions, and design strategies that drive measurable results. Why? Because the consumer decides.

To attract, engage, and retain consumers, your teams must walk in their shoes. When they don’t, business decisions miss the mark and opportunities are left on the table.

Our Approach

Since launching C[IQ] in 2009, we’ve partnered with brands of all sizes — from emerging challengers to globally recognized leaders including Adidas, Bare Minerals, Cole Haan, Herman-Miller, National Geographic, and Patagonia.

Our work spans quick-turn engagements to multi-year transformations, all rooted in consumer-centric insight, operational rigor, and execution discipline.

We help teams:

  • Map and optimize consumer journeys

  • Prioritize and execute strategies aligned to business outcomes

  • Evaluate, implement, and optimize marketing technologies

Every engagement leverages our proprietary C[IQ] framework, ensuring that consumer insights translate into revenue, loyalty, and long-term brand value.

What Sets Us Apart

  • Hybrid Expertise: Strategic rigor meets hands-on execution.

  • Consumer-Centricity: We focus on all consumers — those who use the product and those who decide to purchase it.

  • Results-Driven: Every initiative is tied to measurable business impact.

  • Flexible Engagements: From advisory to interim leadership, we meet your team where they are.

Marketing should not be a cost center — it should function as a disciplined growth engine.

Let’s collaborate to turn insight into measurable growth.

Let's Collaborate

Consumer-Centricity vs Customer-Centricity: The art and science of making business decisions around the needs and wants of all consumers — both those who use your product and those who choose it. Past behavior doesn’t guarantee future choice; at C[IQ], we embrace consumer-centricity, ensuring every action is informed by insight, aligned to strategy, and executed for measurable impact.