Mark is one of Australia’s foremost social researchers. He extensively researches the new generations and accurately tracks emerging trends. By taking the social pulse of the nation, he is able to analyse the constant changes and communicate the implications these will have on our lives.

In a fast moving corporate culture, every organisation, brand, and idea is just one generation away from extinction. Companies must do more than just observe the times; they must understand them. Mark McCrindle focuses his qualitative research to help leaders in sales, marketing, HR, and management to do just this.

With his interactive style, and a background in communicating with the tough youth market, Mark is experienced in engaging and motivating an audience. His skill is in equipping people with the latest research while empowering them with strategies to deal with the changes.

He is frequently called upon to give keynote speeches, workshops, and even full-day training seminars. As a qualified practicing social researcher (QPMR) he is commissioned by organisations to conduct research projects and then present the findings.

Mark is the Director of the social research company McCrindle Research Pty Ltd. He has a degree in Psychology from UNSW and a Masters degree majoring in Social trends.

He has worked in most industry sectors (including Financial, Telecommunications, FMCG, Technology and IT, Retail, Hospitality, Education, Government, and the Non-profit sector). Some recent clients include Toshiba, ANZ, LG, Daimler Chrysler, MLC, Wesfarmers, WMC, Woodside, Telstra, Department of Education, Australia Post, Toyota, Redken, Accor, and AMP.

Examples of Recent Assignments

Workshop on Emerging Trends

For a financial services firm, Mark was asked to outline the characteristics, attitudes, and values of the new generations, and any emerging trends. He then ran an interactive workshop where he shared the latest trends he was tracking, and the staff worked on the direct implications these will have on their marketing, recruitment, and training. Many commented that they learned more in one day about themselves, and their future than in years.

Research Project on Today’s Customers

A large retailing organisation commissioned Mark to conduct a qualitative research project into the buying patterns of customers today, and the sales style and customer service they respond to best. With short notice Mark ran several focus groups and in-depth interviews from which he wrote a 15-page research report. He then presented the findings during a one-hour engaging address at their annual conference.

Keynote talk on Bridging the Generation Gaps

A large multinational recently asked Mark to address their conference to help them understand the generation mix in the workplace. Each generation has different work cultures, career expectations, and management styles. Mark outlined the different leadership and communication styles, and equipped the organisation with strategies to bridge the gaps.

Cultural Change Process for an Industry Group

An established organisation needed to understand the new social reality, their customers’ expectations, and the motivations of their staff. Mark wrote a paper highlighting the key cultural shifts and this was distributed through the organisation. He then addressed the board where he discussed the needs and values of Generation X and Y. Finally he gave a series of talks to the staff, which helped them identify their leadership and communication styles, and that of their bosses. In one day significant cultural change commenced.

Youth Forum for National Association

A large motoring association needed its management to better understand the views, behaviours, and attitudes of young people- their future market. The unique plan that Mark