Cate Newsom - Partner, Head of Insight
Cate NewsomCate Newsom serves as Evviva Brands' Head of Insight. With a background ranging from documentary film to anthropology, extensive field research experience, a working knowledge of six languages and cross-cultural experience drawn from living and working in six countries, Cate Newsom brings an impressive, robust array of skills to every engagement. Cate and her team deliver the primary insights upon which Evviva Brands' brand strategies are built.
With six years of professional and academic experience in Europe, Cate returned to the US in 2004 to apply her qualitative research skills to the field of marketing and employer brand development. Using methods including focus group research, in-depth interviews, participant (ethnographic) observation, surveys and client and competitor communications audits, Cate has worked with companies ranging from local start-ups to leading multinational corporations and top companies in such sectors as energy, financial services, consumer packaged goods, management consulting, and technology.
In addition to statistical sampling and SPSS data management, Cate received special training in primary and secondary research methodologies with an emphasis on ethnographic observation. She speaks fluent English, German, Italian and French and reads Dutch and Spanish.
With a bachelor of arts from Yale University and master of arts from New York University's Graduate School for Arts and Sciences, Cate began her research career in anthropological documentary film production, developing and researching nonfiction film concepts for international markets. After working in television and advertising production in the US, Italy and Germany, Cate attended the University of Amsterdam's School of Social and Behavioral Sciences to obtain a second master of arts in anthropology. She conducted her honors thesis research on Italian women's interaction with the representation of women in the Italian media.
In addition to her academic background in film, anthropology, language, and field research, Cate holds a professional certificate in project management from UC Berkeley. She currently resides in Edinburgh, Scotland.
