Ben Zeidler is Co-Founder of Nonfiction Research, a company on a mission to understand the informal, unfiltered lives of customers. Before co-founding Nonfiction, Ben was Global Head of Consumer Packaged Goods Research at L2 Inc., where he worked directly with the world’s largest consumer brands, including Procter & Gamble, Unilever, and Nestlé. Prior to L2, he established Tenthwave’s research and analytics practice, which he grew in revenue annually. Ben is on the advisory board at Harvard Business Review and is routinely quoted and featured in industry news. He is a graduate of Georgetown University.