TwoMinds Decides on Vangelder

Simon Vangelder, a former Head of Qualitative Research at Infratest Burke, has joined new UK qual agency TwoMinds Research as Managing Director. He replaces Cliff McGregor who helped start the agency last year.

Vangelder has been working as a planner and qualitative researcher for 21 years, the last ten as head of his own consultancy. Prior to this he worked at Infratest Burke (now part of TNS), and previously at Market Behaviour, and as a planner at JWT. An advocate of 'combining an eclectic range of disciplines and techniques to assist in the research process', he has helped adapt a range of theories and practices from anthropology, psychology and even improvised comedy for use in MR.

This approach matches that of TwoMinds UK, which is a subsidiary of the long established Australian company, Woolcott Research, and like its parent aims to apply the latest teachings from the world of academic psychology to its work.

The UK firm takes its name from an acceptance 'that human behaviour is driven by influences from both the conscious and unconscious mind', and that research must strive to understand the forces operating at both of those levels. 'Our approach is as much about new thinking as it is about new techniques' Vangelder told DRNO, 'although we have a whole suite of validated methods.' He adds: 'I believe that we can really push the boundaries of qualitative research in the next few years'.

McGregor left the agency to take up a marketing role at Nestle in Switzerland. TwoMinds now consists of four minds – all Directors, and including Ian Walcott from the parent company. The company, based in central London and online at www.twomindsresearch.co.uk , is recruiting now for an SRE/AD level researcher.

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

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