Head of Insight, PHD UK
Louise has over 20 years’ experience in media research, having held positions at Granada, Mirror Group Newspapers, IPC Media, MEC/Wavemaker and PHD. She has led key projects including award-winning work on IPC’s Origin Panel, MEC’s research on personalised product placement (Project Slipstream), and WM Momentum; Wavemaker’s proprietary framework for understanding purchase journeys.
Louise is experienced in delivering quantitative and qualitative research solutions, and championing the use of digital, search, social and research data to generate insights to better understand consumer motivations and decision-making. She has worked across a wide range of new business and client projects over the course of her career including research for Proctor & Gamble, Nestle, Chanel, Beiersdorf, the Met Police, BMW, the Royal Navy, Magnetic and Etsy.
As PHD’s Head of Insight, Louise leads a team of highly talented researchers, to redefine the role of insights in modern communications planning. Louise’s industry commitments include the judging the IAB Research Awards; contributing to content on the IPA’s Advanced Certificate course and she is Co-Chair of the Media Research Group. Her work to champion cultural and ethnic diversity at work was recognised in the 2019 and 2020 EMpower Ethnic Minority Role Model Lists.