Mike Sweeney specializes in understanding the personal relationships consumers have with products, brands, and services. Understanding what makes people tick is what makes him tick.

Prior to forming Sweeney Research, he was SVP Senior Ethnographer, at Sterling Group where he led the development of their ethnography offering. He was also a senior member of Foote, Cone & Belding’s Mind & Mood research team. 

His favorite projects include driving 6,000 miles across America to understand rural life, exploring the heart and soul of high school football for Nike, riding shotgun in an 18-wheeler for 2,000 miles to understand truckers’ lives, and traveling through Europe and Asia to understand why kids love Harry Potter.

Mike Sweeney's research methods were highlighted in the book Designing and Producing the Television Commercial and featured in an Associated Press worldwide wire article. He has also been a speaker and panelist at industry events, such as Goodyear's North American Dealer Convention, and has been noted in Advertising Age and numerous newspapers.

Clients & Projects


Procter & Gamble
Coca-Cola Enterprises
Bartle Bogle Hegarty
Rockwell Group
Forge Worldwide
Fountain Tire (Canada)
Pier 57 NYC
Brightline Florida

Verde Farms
Honda USA
Foot Locker, Inc.          
Hess Corporation  
Direct Energy Home
Direct Energy Business    
Harvey Windows
Sullivan Tire
IDEXX Laboratories
Rockland Trust

Previous Ethnographic Experience

Nike, IBM, Estee Lauder Company, jetBlue, Nabisco, Walmart, Target, MTV, Warner Brothers, Food Network, Time Warner, Reckitt Benkiser, Pfizer, McCormick Spices, Hasbro, Cotton Inc., Walt Disney Company, Mattel, DIRECTV, British Virgin Islands, Chase Bank, Furniture.com, Pennzoil/Jiffy Lube, Arsenal Digital, RIAA & NARM