In a career spanning 25 years, Pat has established himself as a pioneer in audience measurement, cross-media research, and consumer insights, and successfully transitioned to senior leadership roles, from GM to President to CEO. Visionary product innovation, strategic investment, operational efficiencies, and thoughtful leadership are the key pillars driving the rapid and dramatic transformation of Vividata where he has been CEO since December 2017. He also serves as Past-President of the Insights Association in Canada and is co-founder of Consumer Orbit Canada.