In the UK, YouGov has appointed Andy Barker as Head of Qualitative, to work with sector heads to develop an integrated consulting offer for clients.

Barker has worked in research for more than 20 years, the majority of it running qualitative units at BJM and Research International, as well as at London-based ‘boutique’ agency Spinach. His specialisms include consumer understanding, communication/brand strategy and product innovation. Barker regularly speaks at industry events and produces articles and papers on wide range of topics. He has a degree in Philosophy from the University of Warwick.

The firm says that its new qualitative offer will encompass both online and off-line qual and will extend beyond classic groups and depths to observational and cultural approaches such as ethnography and semiotics.

‘Andy’s skills will help to ensure that we can provide the full range of research services to our clients,’ said YouGov CEO Tim Britton, who himself joined the company last month (www.mrweb.com/drno/news7940.htm ).

YouGov, headquartered in Central London, operates in 15 offices in 11 countries across the US, Europe and the Middle East, and is on the web at www.yougov.com.

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