Darcen is a market researcher specializing in both consumer behavior and sensory evaluation. With over a decade of experience designing and implementing research studies, he is currently working at the University of British Columbia Okanagan to better understand the sensory experience of wine and how this impacts consumer decision making.
Previously, as the Associate Vice President at Ipsos, he designed and implemented consumer behavior and product understanding studies for clients throughout North America. As an experienced moderator and facilitator, this included dozens of qualitative projects, including focus groups, IDI’s, shop-alongs, and ethnographies. Additionally, he has designed and conducted dozens of quantitative studies, many of which utilize advanced analytics like Implicit Association, TURF, Discrete Choice Modelling and MaxDiff.
As a Panel Leader for Sensory Spectrum Inc., he led descriptive analysis panels to understand the sensory experience of consumer products, a skillset he continues to implement with wine panel research across Canada.
Darcen holds a Bachelor of Arts and a Bachelor of Management from the University of Lethbridge, and a Master of Arts at the University of British Columbia.