How we got here
We were founded in 2000 with one aim - to help clients achieve proﬁtable brand growth and zero waste
AiM listed since 2006
We were founded in 2000 with one aim - to help clients achieve proﬁtable brand growth and zero waste
AiM listed since 2006
Research in 100+ countries
and over 70 languages
14 offices worldwide in
6x GRIT award winners*
* 'Most Innovative Market Research Firm' as judged by our peers, competitors and colleagues, according the Spring GreenBook’s Research Trends Report (GRIT)
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.
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.
concepts in the PMs database
in the concept database
= 46,000+ total
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!
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.
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!
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.
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.
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.
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.
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.
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.
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.
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.
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.
I joined System 1 Group in July 2018 as a non–executive Director. Passionate about creativity, innovation and driving profitable growth that transforms categories and brands, I have had the privilege of working for world leading CPG companies Mars Incorporated, Procter & Gamble and Unilever in my career, across categories as diverse as cosmetics, beauty care, healthcare, food, confectionery and pet care. I am currently Global Chief Marketing Officer for the Pet Nutrition business at Mars Incorporated and was previously the Global Chief Marketing Officer of the Chocolate business at Mars.
I have been part of the Mars drive to innovate digitally and creatively, leading to Mars being recognised creatively as one of the most awarded companies in the world. I am also a Chartered Management Accountant and hold a BSc (Hons) in Business Administration from Bath Spa University. I look forward to bringing my business experience and personal beliefs on marketers’ role in creating profitable growth to the Board.
I joined the Board as Non-Executive Director in June 2018. My career has included nearly two decades as a London-based stockbroker, focusing mainly on high growth small to mid-cap companies. I started at established firm Cazenove & Co, and became more entrepreneurial, at both Collins Stewart, and then Fairfax. As City Analyst, and latterly Head of Equities, I have analysed and advised numerous companies and Boards, and been involved with a huge range of transactions, notably several high profile IPOs and M&A deals.
I became a portfolio Non-Executive Director in 2012, and I am currently Non-Executive Director and Audit Committee Chair of both Hotel Chocolat Group PLC (retail and manufacturing) and Cloudcall Group PLC (software). I am also a qualified Chartered Accountant.
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.
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.
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.