Neale Cotton

Neale Cotton
  • Title: Co-founder & CEO| The Lab Insight and Strategy
  • Company: The Lab Insight and Strategy

Neale Cotton is the Co-Founder and CEO of The Lab Insight and Strategy – a research and strategy consultancy in Australia with offices in Melbourne, Sydney and Brisbane. With over 20 years experience in brand building and insights, Neale provides strategic guidance to some of Australia’s leading brands in the areas of category strategy & planning, brand strategy & planning, brand communications, product innovation, and exploratory consumer, cultural understanding and semiotics. Neale has broad industry experience across food and beverage, health, retail, entertainment, sport, education, finance, government and not-for-profit. Neale holds distinction in both B.Business (Marketing) (Honours) at Monash University, and is a MBA graduate from the Australian Graduate School of Management

Breaking the ‘us vs. them’ paradigm in social policy development and data reform.

Co- Presenter- Justin Connally

The Victorian Government plays a vital role in policy development and service delivery to Victoria. To do this effectively and to deliver to the increasing demands of the Victorian community there is a need to better collect, manage and use the information collected by Government. This information covers almost all aspects of Victorian’s lives and includes highly valuable information both at a personal and aggregate, societal level. The information is used today to better serve individual’s needs and also to understand broader trends and future requirements. However, there are significant barriers in the community to achieving this. People are increasingly concerned of the power of this information in the hands of government and big business. There is clear opportunity for the Victorian Government to deliver better services for individuals and better policies for the community but there is a need to obtain ‘social permission’ to deliver this, through breaking the ‘us vs. them’ paradigm. Our work identified four distinct mindsets in the community, which change and evolve depending on the type of information and context. We revealed what can be done to ‘move’ people from one mindset to another, with the aim of positively engaging the Victorian community.