In the UK, former Cambridge MR Managing Director Mark Bagnall has set up his own agency ESP Live, which will focus on two areas of consumer research - development of products and techniques to re-shape the way research is conducted, and measurement of experiential marketing campaigns.
Bagnall (pictured) has more than twenty years' market research industry experience, and prior to Cambridge MR worked as Head of Innovation at Basis Research, MD of 2CV's UK office, and ran his own agency, Phoenix Research.
During his career, Bagnall has been involved in hundreds of experiential marketing campaign assessments. His new London-based business is working with data science company focaldata to develop new propositions through which to understand and target audiences - the first of these will be used to enhance audience intelligence, shape campaign development and guide media planning; while another approach will provide insight and guidance around performance, optimisation and ROI.
Commenting in a LinkedIn message, Bagnall explained: 'After working for agencies for several years, I've made the decision to set up my own. My guiding principle is to do what you love doing. Following that principle, I'm going to focus on two areas of consumer research where I've done my best work'.
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.