How we got here

How we got here

We were founded in 2000 with one aim - to help clients achieve profitable brand growth and zero waste

How we got here

AiM listed since 2006

Worldwide

Research in 100+ countries

100+ countries 100+ countries

and over 70 languages

60 languages

14 offices worldwide in

10 countries

Award winning

6x GRIT award winners*

Award winning Award winning

* 'Most Innovative Market Research Firm' as judged by our peers, competitors and colleagues, according the Spring GreenBook’s Research Trends Report (GRIT)

Experience

6 million FaceTrace® exposures

Our emotional response to insights, products & communications is what influences our subsequent behaviour - if we feel nothing, we do nothing! FaceTrace® is our proprietary solution based on the work of Paul Ekman, a 20th century psychologist and pioneer, which uses faces to measure emotions.

FaceTrace
 

29 million MindReaders®

29 million MindReaders

Our patented online solution for asking open-ended questions to large groups of people combines the richness of qualitative research & the robustness of quantitative research, providing authentic verbatims not found with traditional methods of coding. Three level laddering reveals what lies behind a respondent's answer & how they feel about their answers.

40,700+

concepts in the PMs database

+

5,300+

in the concept database

= 46,000+ total

   concepts tested

 

7.5 million +
 Surveys completed

We measure emotions simply, quickly and accurately. Consumers’ emotional responses are the most effective predictor of how we will actually behave - if we feel nothing, we do nothing! 

1 million + Surveys completed
 

Work with 16 of the world’s 
30 largest buyers of market research

Our executive team

The management team

Alex BatchelorAlex Batchelor 
CEO and Founder

John Kearon

 
Alex Batchelor
CEO and Founder

John Kearon

It's been quite a journey getting here but as they say, 'you ain't seen nothing yet'. The first 16 years as BrainJuicer we reinvented market research, using System 1 thinking to better predict famous, 5-Star marketing. For the next 16 years as System1 Group, we’re raising our ambition to reinvent marketing services, to produce as well as predict famous, 5-Star

marketing and guarantee profitable growth for our clients [a 1st for the industry]. That will make us a much larger company but ensuring we keep playfulness and inventiveness  at our core, will ensure we remain an exciting place to work while we take on the big marketing services groups. We won't get everything right but hopefully with talented staff doing jobs they love, together with brave clients who want to make a difference, we'll get there. My recipe for entrepreneurial success is; creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.

 

 

 

 




 

Alex HuntAlex Hunt 
Chief Operating Officer

Alex Batchelor

 
Alex Hunt
Chief Operating Officer

Alex Batchelor

I started my career at Unilever and know more about your hair and your armpit than normal people. After 7 years there I moved to the agency side and was a Planning Director at Saatchi & Saatchi and then moved to run the Brand Valuation practice at Interbrand, becoming Managing Director at a time of phenomenal growth.

 

A regular on the media and conference circuit I thought I should see if I could actually manage brands rather than just talk about them, so returned to the client side as Vice President Global Brand at Orange (launching the brand in 12 countries), Marketing Director at Royal Mail (as it faced competition for the first time in its 350 year history) and Chief Marketing Officer at TomTom. I joined System1 Group as the Chief Operating Officer in 2010 and am enjoying helping the business continue its rapid growth.

I am a former Chairman of The Marketing Society, a Fellow of the Society and was a member of its managing board for over 10 years – and am also a Fellow of the Marketing Academy.

 

Outside work my main interests are rugby, golf and acting as a figure of fun to my wife and 4 children.

Casimir KingCasimir King 
President, System1 Research

Alex Hunt

 
Casimir King
President, System1 Research

Alex Hunt

Based in New York, I have more than 15 years of marketing experience and a track record helping clients grow famous brands and develop award-winning and effective communications. I am responsible for leading all client-facing teams at System1 Research, overseeing 14 offices in the US, UK, Europe, APAC and Latin America. I was one of the pioneers of System1’s FeelMore50™ which has for four years been a ranking of the world’s most famous, emotional and effective creative.

Before joining System1 Research in January ’09, I began my career at Millward Brown, working across a range of large CPG, media, financial and retail clients in both the UK and US. I am a regular speaker at industry events including the ARF, Jay Chiat Planning Festival, TMRE, IIEX, MRA, AMA, CRC, MRCA and CASRO as well as US business schools.

Emma Cooper 
Group Financial Controller

Casimir King

 
Emma Cooper
Group Financial Controller

Casimir King

I joined System1 Group in January 2008 as their Group Financial Controller. I previously worked with the business advisory firm Grant Thornton for 8 years, including a 12 month secondment to Perth, Western Australia.

During my time at Grant Thornton I worked across a broad range of industries including a number of listed companies in the UK, US and Australia. I am a Chartered Accountant with a Master of Mathematics degree from the University of Warwick.

Horace McDonald Horace McDonald
Managing Director, Group Operations

Emma Cooper

 
Horace McDonald
Managing Director, Group Operations

Emma Cooper

I joined the company in 2004 as Panel Manager when we only had a small team based in the UK. It has been an exciting journey to grow with the company and see it flourish and expand internationally. I have worked in many different roles throughout my years here, both client and internal facing.

This has given me the perfect education for my current role as Managing Director, Group Operations in which I enjoy leading my teams to support our growth and our wonderful colleagues. My recent study at Surrey University for an Executive MBA has brought a new lease of life to my passion for spreading the System1 word!

James Geddes James Geddes
Managing Director - Continental Europe & Commercial Director

Horace McDonald

 
James Geddes
Managing Director - Continental Europe & Commercial Director

Horace McDonald

I joined Unilever (with John and Rod) after graduating in European Business from Nottingham Trent University. I have since worked in commercial and general management roles in EMI Music and the Guardian Media Group (where I ran the Hed Kandi business) and have joined The Gap Partnership - a niche negotiation training and consulting business. I love football, am a Crystal Palace season ticket holder and (semi) retired player for a Vets team in Chiswick.

I also play a lot of tennis, keep fit in the gym and get some front crawl in. Music is a major passion - I am a brilliant dancer and sometimes turn my hand to a bit of DJing, although my wife (Ali) and daughter (Hope) are better at it than me. I also have a son (Felix), who is now better than me at tennis.

John Kearon John Kearon
Chief Financial Officer

James Geddes

 
John Kearon
Chief Financial Officer

James Geddes

I am a Chartered Accountant, have a diploma in Corporate Treasury Management, and am a graduate of Harvard's executive programme. I was previously Executive Director of Corporate Finance at MediaOne (a US telecoms company), and CFO of Iobox (an early stage technology company backed by Morgan Stanley Capita, and sold to Telefonica), having started my career at Deloitte.

Orlando WoodOrlando Wood
Chief Innovation Officer

Orlando Wood

 
Orlando Wood
Chief Innovation Officer

Orlando Wood

I look after innovation for System1 Group. My work with the behavioural sciences has enabled us to rethink how marketing, advertising and research really work. The great thing about science is that it clarifies and simplifies things. People think much less about brands than we in the industry tend to think, and rely instead on rapid mental shortcuts or rules of thumb – ‘have I heard of it?’, ‘does it feel good?’, ‘do I recognise it?’ – to help them decide between brands. This clarifying thought has huge implications for the way that marketing is done and the research that is needed to measure it.

 

New technology and modern measurement techniques involving emotion, time pressure and association all play an important role in predicting the fast, System 1 buying decisions that people will make in response to marketing. What excites me about my role at System1 Group is that, through our work, we’re able to create better marketing for our clients by designing it for – and measuring it against – the way that people really decide.

Shirley TangShirley Tang
Co-Founder and Managing Director, System1 Agency

Rod Connors

 
Shirley Tang
Co-Founder and Managing Director, System1 Agency

Rod Connors

I have spent half of my marketing career client side - and the other half agency side. Difficult to say which has been more fun: Marketing Director roles in Unilever (The Lynx Effect), adidas & Nike (Run London) - or setting up and running The BSG (Global Marketing Consultancy). Either way - both roads have led to System1 Agency.

System1 Agency is all about change: using System1 principles to change the way that Marketing Leaders approach Marketing, Communication & NPD; and moving from assumption to proof - delivering creative work that is guaranteed to deliver the highest returns on marketing investment.

Emma Cooper
Senior Director, Legal and Human Resources

Shirley Tang

 
Emma Cooper
Senior Director, Legal and Human Resources

Shirley Tang

I am responsible for all people-based activity within the organisation from providing day to day advice to working with business partners making senior level decisions on operational and strategic direction of the organisation. I have a passion for problem solving and view scenarios with a can-do attitude, offering practical solutions to sensitive situations. I graduated from University in 2000 with a Bachelors of Law and have a Postgraduate Diploma in Legal Practice.

Prior to joining System1 Group in 2008, I was an Associate in the Corporate Secretarial Group at city law firm Taylor Wessing. While at Taylor Wessing, my work ranged from ensuring clients meet their statutory compliance requirements to assisting PLCs with their Annual General Meetings. In my spare time I enjoy solving mysteries, London walking trails and making dim sum.

Horace McDonald Horace McDonald
Senior Director - Labs

Tom Ewing

 
Horace McDonald
Senior Director - Labs

Tom Ewing

I’m a Senior Director at System1 Group, working on innovation projects, experiments, consultancy, and future thinking. A lot of my job involves writing: articles, white papers, blog posts, tweets, and even a book or two. I’m also a regular conference presenter, talking on a wide range of topics –

storytelling, politics, nerd culture, social media and more – through a System 1 lens. I’ve been at System1 for 5 years, and before that worked at Kantar and Research International. I’ve also worked as a pop critic for The Guardian and Pitchfork. I love the flexibility and freedom the System1 Group gives me to do such a variety of interesting work.

James Geddes James Geddes
Senior Director - Labs

Will Headley

 
James Geddes
Senior Director - Labs

Will Headley

I graduated from Bristol University in 2000 with a Microbiology & Pathology Degree before joining Simon Godfrey Associates, part of Research International. Here I completed their graduate programme and MRS training, developing a passion for innovation, experimentation and validation. From 2003 I worked across the Kantar network, from a global innovation and advanced analytics role in the TNS Marketing Science Centre to UK Consumer Account Director and an exciting secondment in Mexico. I love working across a diverse range of markets and categories,

although food and drink are particular personal favourites that I like to be experimental with at home too. I joined System1 Research in 2012 to validate, shape and create modern research methods that draw on the behavioural sciences. I have helped to develop our Fame, Feeling and Fluency brand tracking and applied System 1 forecasting enhancements to concept and ad testing, such as the application of response time data.

 

The board

John Kearon John Kearon
CEO and Founder, System1 Group

John Kearon

 
John Kearon
CEO and Founder, System1 Group

John Kearon

It's been quite a journey getting here but as they say, 'you ain't seen nothing yet'. The first 16 years as BrainJuicer we reinvented market research, using System 1 thinking to better predict famous, 5-Star marketing. For the next 16 years as System1 Group, we’re raising our ambition to reinvent marketing services, to produce as well as predict famous, 5-Star marketing and guarantee profitable growth for our clients [a 1st for the industry]. That will make us a much larger company but ensuring we keep playfulness and inventiveness at our core, will ensure we remain an exciting place to work while we take on the big marketing services groups. We won't get everything right but hopefully with talented staff doing jobs they love, together with brave clients who want to make a difference, we'll get there.

 

My recipe for entrepreneurial success is; creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.

James Geddes James Geddes
Chief Financial Officer, System1 Group

James Geddes

 
James Geddes
Chief Financial Officer, System1 Group

James Geddes

I am a Chartered Accountant, have a diploma in Corporate Treasury Management, and am a graduate of Harvard's executive programme. I was previously Executive Director of Corporate Finance at MediaOne (a US telecoms company), & CFO of Iobox (an early stage technology company backed by Morgan Stanley Capita, and sold to Telefonica), having started my career at Deloitte.

Alex Batchelor Alex Batchelor
Chief Operating Officer, System1 Group

Alex Batchelor

 
Alex Batchelor
Chief Operating Officer, System1 Group

Alex Batchelor

I started my career at Unilever and know more about your hair and your armpit than normal people. After 7 years there I moved to the agency side and was a Planning Director at Saatchi & Saatchi and then moved to run the Brand Valuation practice at Interbrand, becoming Managing Director at a time of phenomenal growth.

 

A regular on the media and conference circuit I thought I should see if I could actually manage brands rather than just talk about them, so returned to the client side as Vice President Global Brand at Orange (launching the brand in 12 countries), Marketing Director at Royal Mail (as it faced competition for the first time in its 350 year history) and Chief Marketing Officer at TomTom. I joined System1 Group as the Chief Operating Officer in 2010 and am enjoying helping the business continue its rapid growth.

I am a former Chairman of The Marketing Society, a Fellow of the Society and was a member of its managing board for over 10 years – and am also a Fellow of the Marketing Academy.

 

Outside work my main interests are rugby, golf and acting as a figure of fun to my wife and 4 children.

Alex Hunt Alex Hunt
President, System1 Research

Alex Hunt

 
Alex Hunt
President, System1 Research

Alex Hunt

Based in New York, I have more than 15 years of marketing experience and a track record helping clients grow famous brands and develop award-winning and effective communications. I am responsible for leading all client-facing teams at System1 Research, overseeing 14 offices in the US, UK, Europe, APAC and Latin America. I was one of the pioneers of System1’s FeelMore50™ which has for four years been a ranking of the world’s most famous, emotional and effective creative.

Before joining System1 Research in January ’09, I began my career at Millward Brown, working across a range of large CPG, media, financial and retail clients in both the UK and US. I am a regular speaker at industry events including the ARF, Jay Chiat Planning Festival, TMRE, IIEX, MRA, AMA, CRC, MRCA and CASRO as well as US business schools.

Ken Ford Ken Ford
Non-Executive Chairman, System1 Group

Ken Ford

 
Ken Ford
Non-Executive Chairman, System1 Group

Ken Ford

I joined System1 Group in 2008 as non-executive Chairman. I was previously CEO of Teather and Greenwood stockbrokers and other past directorships include Morgan Grenfell and Aberdeen Asset Management. I am a past Chairman of the Society of Investment Analysts and the Quoted Companies Alliance (QCA). I am currently non-executive Chairman of gear4music (Holdings) plc, Nakama Group plc, Scientific Digital Imaging plc and Team Lewis PR, and a fellow of the Chartered Securities Institute.

Robert Brand Robert Brand
Non-Executive Director and Chairman of the Audit Committee, System1 Group

Robert Brand

 
Robert Brand
Non-Executive Director and Chairman of the Audit Committee, System1 Group

Robert Brand

I joined System1 Group in 2012 as a non-executive Director. I began my career in 1977, initially as a research analyst and subsequently as Managing Director of UK Equity research at BZW, then the investment banking division of Barclays Bank. In 1990 I joined Makinson Cowell, a capital markets advisory firm, as a director and partner. Over a period of 18 years I advised a range of FTSE 100 and FTSE 250 companies, focusing on their link with institutional investors. I retired in 2008.

Graham Blashill Graham Blashill
Non-Executive Director and Chairman of the Remuneration Committee, System1 Group

Graham Blashill

 
Graham Blashill
Non-Executive Director and Chairman of the Remuneration Committee, System1 Group

Graham Blashill

I joined System1 Group in 2012 as a non-executive Director. I was previously a main board director of Imperial Tobacco Group plc (a FTSE 100 company) where I spent the majority of my career. I joined W.D.& H.O. Wills (a division of Imperial Tobacco) in 1968, and became Managing Director Imperial Tobacco UK in 1995. In 2003, I became Regional Director for Western Europe, and in 2005 was appointed Group Sales and Marketing Director responsible for Imperial Tobacco's global trading operations.

What inspires us

What inspires us

Long-termism & creative leads to profitable brand growth and zero waste

Selling Creativity Short is Peter Field's latest investigation into the Institute of Practitioners in Advertising’s databank of Effectiveness Awards case studies and The Gunn Report creative awards dataset, which reveals five key trends. Field explores how the dual impacts of short-termism in marketing and lower investment behind creativity have halved the success of creativity over a period of just four years.

Check out Selling Creativity Short, the IPA’s ‘The Long and the Short of It’ report synopsis, and our System1 Digital Ad Testing: From Short-Term Sales to Long-Term Growth webinar.

What inspires us

Is your marketing 5-Star?

Interested in working for a company that’s changing the way research is done?