David Thexton

CEO - Ad-hoc Quantitative Expert

A quantitative marketing research specialist with over 30 years’ experience, David co-founded Insignia in 1990. He is a recognized leader in international tourism research and marketing strategy, having conducted extensive research worldwide for destinations, airlines, hotels, transportation companies and tourism marketing boards. David developed Insignia’s travel consumer Path to Purchase model and destination Return on Investment assessment framework. He has been instrumental in helping the Canadian Tourism Commission shape their overseas marketing strategies to draw tourists to Canada and advising Canadian Tire around their targeted marketing strategy.