Lydia Zorn is a founding partner with Insignia and leads its strategic planning and qualitative practice. She is an expert strategist, business advisor, qualitative and quantitative interpreter, with over 25 years’ experience in tourism research and strategic planning.

As a tourism specialist, she has undertaken major projects in Canada, the U.S., Mexico, China, Japan, South Korea, Australia, India, UK, France, and Germany In addition, she has been highly involved in Aboriginal tourism. 

Lydia has pioneered revolutionary techniques designed to explore the subconscious consumer mind, uncovering deeply rooted emotional triggers where she feels critical decisions are made. Her Extended Laddering Technique has taken tourism brand imagery and purchase motivation to a new level for clients including the Canadian Tourism Commission, Tourism Ireland, Tourism Alberta, Tourism Toronto, Destinations BC, Yukon Tourism and more. Lydia sits on the board of the TTRA, is a CMRP member of MRIA and is a strong supporter of the Toronto Wildlife Centre donating both consulting time and funding.