Bastion brings in Carolyn Tesoriero to lead qualitative growth

Bastion has appointed Carolyn Tesoriero as Group Client Director – Head of Qualitative, placing her in charge of the agency’s qualitative research offering.

Tesoriero commenced on 20 July and brings more than 20 years of experience across consumer, cultural and market research. She will help clients turn audience understanding into business strategy and growth opportunities.

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What the appointment means for Bastion

Tesoriero will lead and further develop the qualitative practice within Bastion’s integrated insights business. The appointment forms part of the agency’s investment in research and strategic consulting capabilities.

Joanne Norton, Managing Director, Bastion Insights, said Tesoriero’s experience would strengthen the strategic advice provided to clients.

“Carolyn is one of Australia’s most respected qualitative insights leaders, with an exceptional ability to translate deep consumer and cultural understanding into strategies that drive meaningful commercial outcomes,” Norton said.

“Her expertise further strengthens our integrated Insights capability and expands the depth of strategic thinking we bring to clients.”

Norton said understanding the motivations behind consumer behaviour had become more valuable as organisations faced increasingly complex markets.

Experience across research and strategy

Tesoriero joins Bastion from innovation and growth consultancy Radiocarbon, where she served as Head of Research. In that role, she led the development of new research methods, frameworks and strategic consulting approaches.

Before Radiocarbon, Tesoriero spent seven years as Partner at Harvest Insights. She established and led its qualitative practice, delivering work across brand strategy, shopper intelligence, consumer behaviour and cultural research.

Her previous roles also include senior strategy and insights positions at Kantar, The Lab Strategy & Planning, Galileo Kaleidoscope and Quantum Market Research.

Why Tesoriero joined the agency

Tesoriero said the opportunity to lead qualitative research within Bastion’s broader integrated model influenced her decision to join the business.

“Bastion has built a genuinely differentiated offering that brings together insights, strategy and specialist capabilities to solve complex business challenges,” she said.

“The opportunity to lead and further evolve the qualitative practice within that integrated model was incredibly compelling.”

Tesoriero said effective research should provide clarity, improve decisions and identify new opportunities for growth.

“I’m looking forward to partnering with clients and teams across the business to deliver meaningful commercial impact,” she said.

Bastion has more than 350 staff across Australia, New Zealand and the United States. Its clients include L’Oréal, Kellanova, TAB, Cancer Institute NSW and Whittaker’s.

Top image: Joanne Norton & Carolyn Tesoriero