Millward Brown, known for its research in understanding and evaluating brand equity, is hoping to build on the success of its current qualitative work. It has drafted in a new team of researchers, to be headed by David Green, who joins as Qualitative Account Director. He was previously at Stimulating World (and before that at Navigator and Terry Watkins research). Pauline McGowan is also joining the unit as Qualitative Account Manager. Pauline was previously with MORI, where she worked on both qualitative and quantitative research.

Commenting on the development of Millward Brown Qualitative, Liz Holme, head of Millward Brown’s UK qualitative research, said "We hope that by having a qualitative team in our London office, we will revolutionise our reach and image in London, especially among the ad agencies. We saw phenomenal revenue growth from our 14 strong qual team in Warwick in 2000, and hope that in 2001 we can repeat this growth in both London and Warwick."