New Agency Quirk Launches in Melbourne

In Melbourne, Australia, former GfK Blue Moon exec Mark George has set up a new insights consultancy called Quirk.

George (pictured) worked for Blue Moon Research and Planning prior to its acquisition by GfK in 2008, after which he led the Melbourne office and eventually became Joint Managing Director of the company. He began his research career at Environmetrics.

His new firm Quirk will focus on providing qualitative insights for clients across a wide range of sectors including FMCG and retail, automotive, financial services, beauty and personal care, utilities, and consumer health.

Explaining the reason behind the launch, George said that after fifteen years at Blue Moon and GfK, it was time to move on to do something different, adding: 'At Quirk we see our role as twofold: not only are we there to uncover the simple human truths that are so essential to our clients' success, but to also have a clear point of view on what should be done as a result. To my mind, research is only as good as it is useful, so our promise at Quirk is simple: if you don't know what to do next, we haven't done our job.'

Web site: www.quirkresearch.com .