Tapestry Hires Qual Leader to Boost US Presence

London-based Tapestry has brought in former Material SVP Phil Heuring as Head of Qual, North America, adding to its senior leadership team and presence in the US.

Tapestry employs teams across the US and UK, combining deep audience understanding and emotion-based research with advanced analytics and AI-powered insight solutions. The firm was founded in 2014 and acquired in 2021 by the LA-based Screen Engine group, which provides services including concept testing, brand and campaign measurement, and audience intelligence for clients in the media, technology, gaming and broader consumer sectors. In April this year Screen Engine merger Tapestry with sister company Coherency, adding the latter's emotion-based research to its offer and creating a company of more than 50 people.

Heuring (pictured) brings more than 25 years of experience across research, UX and strategy roles, and joins from Material, where he spent more than fourteen years, most recently as SVP Qualitative Insights; and earlier from ad firms 22squared, Leo Burnett and Ogilvy. His broad sector expertise includes tech and AI, entertainment, gaming, financial services and CPG.

'Phil's experience and expertise make him a fantastic addition to our senior leadership team,' says Tapestry co-founder and Joint MD Ian Wright, 'and this hire represents a real focus for us on strengthening our ability to successfully integrate qual & quant findings to help our clients make smarter decisions.'

Web sites: www.tapestryresearch.com and www.screenengineasi.com .