Rapid Rise for Ipsos MORI's New Head of Qual

Ipsos MORI has promoted Sarah Castell, 31, to lead its Qualitative Hothouse unit. She began her career at Flamingo International and was named one of 'Campaign' magazine's 'Innovative young researchers' in 2002.

Previous Head of Qual Andrew Johnson remains a Director and now has the challenge of leading the firm's internal communications taskforce.

Castell joined Ipsos MORI three years ago and this week leaps from Research Manager to Head of Qualitative Research. She frequently writes and publishes papers and reports, most recently 'Getting the public's attention: communicating UK Poverty' for the Joseph Rowntree Association. Her recent experience has included presenting to Tony Blair in Downing Street on public consultation and doing NPD and communications work for Coca-Cola and Reckitt Benckiser.

The Hothouse claims to 'combine the flexibility of a specialist boutique with the largest qualitative resource in the UK', and Castell says it 'contradicts the outdated belief that big agencies can't do insightful, creative and innovative qualitative work.'

Ipsos MORI MD Mike Everett comments: 'Qualitative research is strategically important for us and has been an area of significant growth in last couple of years. We have a truly outstanding team of qualitative researchers. I am absolutely delighted that Sarah will be leading this area and am expecting further substantial growth and innovation in the future.'

The firm's home page is at www.ipsos-mori.com .

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

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