All Team Members

Sarah Reid

Client Leadership, Insights


As leader of Doblin Canada, I help companies and governments get more intentional, even relentless, about designing value-centered experiences. To do this, I combine innovation tradecraft and a sociological imagination to help clients deeply understand how, and why, people make particular choices and tradeoffs and to get the hardest parts of design right from the beginning, which usually means embracing human complexity and messiness instead of treating it as an inconvenience.

I earned a PhD. in Sociology at the University of Toronto and held a postdoc at Rutgers School of Management. My work is published in the Harvard Business Review, Rotman Magazine, the Journal of Design Strategies, the Behavioral Scientist, the Journal of Health and Social Behavior, and Work & Occupations.


PhD in Sociology – University of Toronto

What Inspires Me

Sociological imagination, music (especially classic rock n roll), starting something new, Gloria Steinem, my two fierce nieces