Leo & Dragon

Leo & Dragon is a market research and strategic insights consultancy founded by Joseph, a veteran researcher with over 18 years of experience across client organizations, leading agencies, and tech startups. The firm specializes in consumer insights, brand health tracking, cultural trend analysis, and strategic foresight, serving CPG brands, food and beverage companies, and major consumer-facing organizations. Its client roster includes globally recognized brands such as Adidas, LVMH, Dole, McDonald's, and Lindt & Sprüngli, demonstrating its capability to deliver high-caliber research across diverse industries and brand portfolios.

The company offers a flexible service model, ranging from fully embedded insight function support to ad hoc research engagements tailored to unique project needs. Its core offerings include brand tracking, consumer segmentation, concept testing, packaging and pricing research, brand positioning, and innovation pipeline development. Through its white-label custom research arm — Leo & Dragon Agile Custom Research — the firm provides survey-based quantitative research services that prioritize speed, cost-effectiveness, and compelling data storytelling.

A key differentiator is its proprietary MenuData AI platform, which leverages artificial intelligence to surface real-time food and beverage trends, including trending flavors, menu items, ingredients, and emerging brands. This tool enables CPG and foodservice teams to monitor the innovation landscape and identify opportunities before they reach mainstream adoption, saving significant time and resources in the trend-monitoring process.

Leo & Dragon also maintains a Food Influencer Expert Panel — a global network of food experts, creators, and bloggers assembled through the founder's experience launching a food startup and working with retailers such as Whole Foods. This panel supports brands in building innovation pipelines and developing new menu and product concepts informed by real-world category expertise.

The firm's approach to consumer understanding blends traditional research methodologies with technology-forward techniques, with a particular emphasis on human immersion across demographic cohorts, multicultural groups, and gender identities. Its cultural trend analysis capabilities help brands align innovation and brand strategy with a 2-to-5-year foresight horizon, making insights both inspirational and actionable.

As entrepreneurs with direct experience building brands from concept to launch, the Leo & Dragon team positions itself not merely as a research vendor but as a strategic collaborator — one that understands the full spectrum of challenges CPG founders, marketers, and insight leaders face in a rapidly evolving consumer landscape.

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