David Lawson has spent his career listening for the story behind the numbers and helping brands act on what they hear. A seasoned qualitative researcher, David has spent most of his professional life at the intersection of media, entertainment, and technology. He got his start working across the major linear network portfolios back when appointment viewing was still a thing. He later found himself in the trenches during the height of the streaming wars, running qualitative studies by day and binge-watching for “research” by night. Today, David partners with some of the biggest names in tech and streaming to dig deep into content and audience insights, with a particular passion for subscriber acquisition and retention. At Hypothesis Group, he co-leads the qualitative practice, shaping methodologies, coaching the next generation of moderators, and championing research that is as human as it is strategic.