I am a freelancer with 20 years of experience in the market research industry, specialising in the automation of data presentation. That’s to say, clever ways of producing great-looking data visuals – charts, tables, graphics etc – quickly and accurately.
I mainly use VBA, Visual Basic in PowerPoint and Excel, and I am also an expert in E-tabs Enterprise and have used other bespoke automation packages. I’m a user of SPSS syntax, and or course advanced Excel and PowerPoint. I can use these skills to produce attractive visualisations of survey data, including interactive formats for online reporting (more here).
I started in market research back in 1995 at RSL which became known as RSL-Ipsos. I spent four years in advertising and media research, working mainly on large-scale international projects.
From 1999 to 2001 I spent some time working of Hilton International looking at the quality of their guest data, before entering the world of market research again with a small company in Winkfield called Research in Focus – which quickly became known as Ipsos-Focus, bringing me back into the Ipsos family!
In 2004 I transferred to Ipsos-ASI and came back to advertising tracking, this time to use my project management skills to bring more efficiencies to this rapidly-growing department. As well as assuming directorial responsibility for a new project management team, I was introduced to E-tabs and their flagship Enterprise report automation product. I learned how to use it to better understand how we should be using it as a department, and loved it. That was how I ended up going into a much more techie role, eventually transferring into the Data Delivery department at what is now Ipsos-MORI, where I stayed until becoming self-employed in 2013.
The process of transferring research results into comprehensive yet easily digestible forms for presentation and insight has always been a challenge for market researchers. There’s a need to keep the findings interesting, summarised and understandable, but there’s often also a large volume of data which needs to be packaged in attractive ways for different and geographically dispersed audiences.
It is a constant challenge balancing the need for rich data with quick access and ease of understanding. Great visual design is part of the answer, as well as flexible technology which enables researchers to tell a story in a variety of ways, separating the story from the detail but providing both. This is where I think I come in.