Former 2CV Execs Launch 'The Point'

In the UK, three former employees of 2CV Research - Adam Short, Ollie Willis and Alex Nketiah - have launched a global full-service insight agency called The Point, promising clients in the tech, entertainment and sport sectors 'better understanding'.

Short began his career at Millward Brown, before joining 2CV in 2007 as an AD, then moved into the role of Head of Quant and later that of UK Managing Director. Willis has spent the past nearly fourteen years at 2CV, latterly as MD in the US; and Nketiah also spent nearly fourteen years at 2CV - he joined in 2003 as Group Research Director, before moving into the position of Head of Qualitative, and more recently worked as Global Insight Consultant.

The Point will offer 'interrogative, creative and innovative research', for brand and audience, deliberative and ethnographic projects. They will also bring in people with 'super skills' across specific areas such as behavioural recruitment, artificial intelligence, machine learning, service design and semiotics.

In a statement, the founders said: 'In our years of doing research, we've tackled everything from deep immersions into emerging cultures to putting conjoint models inside conjoint models. We've hung out with everyone - from the brave and the bold to the truly strange to the exceptionally ordinary. And we've run experiments across tens of thousands of people to test out a single insight. Whatever the challenge, whatever the technique, we do what we need to do to get that insight'.

Web site: www.thepointinsights.com .

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