Ian Addie - Innovations Director, Nunwood
Ian joined Nunwood as Innovation Director in March 2004 following positions with MORI, Research International and NOP. With more than 15 years valuable insight experience focusing on advanced research methods, he is well placed to suggest big changes are afoot. And Nunwood, he maintains, is prepared.
“In recent years my work has drawn heavily on cognitive psychology and neuroscience and through this I believe the research industry is on the cusp of monumental change. Much of the grounding upon which both business and market research effort is founded is flawed – we assume rationality is the prevailing force behind human behaviour. But in recent years academics have suggested irrational and emotionally charged drives actually have a greater influence.”
“This means we need a new toolkit which embraces this understanding – my role at Nunwood is to ensure we take a lead in this new frontier, providing our clients with the ability to achieve the competitive advantage that deeper understanding of human motivation presents.”
In addition to leading Nunwood’s advancements across the service portfolio Ian has a longstanding passion for retail and shopper research, employing techniques such as video observation, eye tracking and biometric measurement to understand shopper behaviour.
He has spoken on this subject at a number of industry events, in particular the MRS Research 2010 and Retail and Shopper Insight conferences.
Ian's current articles: (3)
Experience is Everything - What customers really feel
- 3rd Feb 2012
What is Satisfactory - 12th Sep 2011
Post Rational - 21st Jan 2011