TRENDSPOT - Key Persons
With over 15 years' experience in research, working for blue chip brands like the BBC, Capital Radio and Virgin Media, I wanted to help clients and researchers alike to tell the audience story in a relatable, simple way. To achieve this I decided to join Claire at a new boutique agency, dedicated to a more personal and valuable service.
Personally, my favourite project was working on the London 2012 Olympic Games. Being responsible for audience insight meant I was at the heart of all BBC activity, helping to deliver not only a compelling audience proposition for the Interactive Video Player on BBC Sport's award-winning website, but a roadmap measuring the overall success of the games. Being a sports fan, it was truly a dream come true, and the experience will stay with me for a long time to come.
I enjoy crafting stories with data to make clear, effective recommendations based on sound knowledge and research. Helping others use insight to influence content and marketing strategies is when I am truly at my best. At Trendspot, I have been bringing this expertise to brands such as Channel 4 and Sky, leading successful projects and delivering visible results.
As a research professional with over 20 years' experience specialising in advertising and media, I felt it was time to take things into my own hands and use the knowledge I'd gained working with companies like Mindshare, Viacom and Discovery Networks to create a new boutique agency, dedicated to a more personal and valuable service.
I've led global research studies that encompass Russia, Poland, South Africa, Brazil, Germany, and of course, the UK, and featured at various news conferences, as well as on TV, radio and the wider press speaking on a variety of trends to all audiences. Whilst with Discovery Networks, I led and implemented the award-winning study across 22 countries, "Species, A User's Guide to Men". More recently, I've been involved with the latest study into women, "SHE, Her Search for Happiness", spanning 11 countries.
Creative thinking is central to my work, and I like pushing the boundaries to meet client objectives by delivering audience insights that provide genuine business value, influencing content and marketing strategies.