Voodoo Men Set Up New London Insight Agency

In London, Voodoo Research founding partner Vaughan Flood and junior partner Luke Cadman have set up a 'qual-infused quant research consultancy' called Flood + Partners, which will focus on delivering innovative thinking to clients.

Flood co-founded Voodoo in 2003, aiming to use his experience from ad agencies Benton & Bowles and DMB&B to enrich research through a 'combination of rigorous analysis and fun and games'. Cadman joined Voodoo Research in 2015 to lead the Quant Project team, having previously been an AD at YouGov (MENA) and Research Manager at rdsi.

Born out of Voodoo Research, the new firm promises to connect with the latest learnings in behavioural economics, neuroscience and new technologies, in order to 'access the sub-conscious emotional reactions behind the screen'. According to the pair, their goal is to maximise the return on respondent (ROR), extracting more through a combination of greater engagement and more sensitive probing.

Commenting on the launch, Cadman said: 'Nowadays it's easy getting data. The hard bit is finding meaning - to hear the signal above the noise, to get to the 'why'. That's what Flood + Partners was set up to do'.

Web site: www.flood.partners .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.