Ian Hayes - Gravity Insight


Qualitative B2B and B2C qualitative research groups and depths.


Creative Workshop facilitation to generate:

  • New product and service ideas.
  • New brand positionings.
  • Customer segments.
  • Customer experiences.

Vox pop creation.

Identifying and agreeing:

  • Brand definitions.
  • Product and service development blueprints.



  • The creation of differentiated but practical new brand and product concepts.
  • Developing rather than killing new ideas through constructive and sensitive research.
  • Clear and practical definition of corporate and product brands and brand names.

Industry sectors:

  • Financial services: the attitudes and behaviours of IFAs and the customer view of Treating Customers Fairly. Customer comprehension of key financial products and communication. Attitudes and behaviours of High Net Worth customers.
  • Country branding for VisitEngland, Northern Ireland Tourist Board, Namibia.
  • Identifying and bringing to life key tourism visitor segments. 
  • Hotels branding and customer experience.
  • Attitudes to food and food labelling.
  • Gaming for non gamers.
  • The mainstream definition of  wellbeing.
  • Fairness in the media.
  • Male skincare
  • .



Research Director - Gravity Insight 2011 to date


Key Clients:            

Fidelity, Barclays, Audi, Red Tractor, Reckitt and Colman, Olympic Park, Wizzair


Freelance planner and market researcher 2005 to 2011


Key Clients:            

L&G, AXA, RBS, Nintendo, Travelodge, Red Tractor, Denplan, Fidelity.


Research & Planning Director - Corporate Edge 1996 – 2005                                                                       

  • Research and Planning Director: 2000 – 2005
  • Board Director: 2000 – 2005
  • Planning Consultant – 1996-2000

Key Clients:            

Norwich Union Healthcare, Cadbury Schweppes, Diageo, Thames Water, DeVere,.

Main achievements:

Creation of Cadbury’s Heroes, pan Asian innovation strategy for Dove

Key client support:

Brand and product innovation, portfolio strategy, consumer planning and research


Senior Planner - Bainsfair Sharkey Trott 1995-6                                                

Key Clients:

Michelin, Thomas Cook, Air Miles, Tomy

Key client support:

Writing creative briefs and creative strategies, monitoring advertising effectiveness


Project Director - CIA Conzept 1990-5                                                                                                            

  • Project Director: 1994-6
  • Marketing Consultant: 1992-4
  • Market analyst: 1990-2

Key Clients:

Bass Brewers, Cussons, Ross Youngs, Yardley Lentheric

Main achievements:

Conception and launch of Caffrey’s Irish Ale.

What sectors do you most often work in?

  • Automotive
  • Financial
  • Charities & Not-for-profit
  • Grey market
  • Pharmaceuticals & Healthcare
  • Retail
  • FMCG
  • Business to business

What are the main types of research/research specialisms you conduct most often?

  • Qualitative
  • International
  • Workshop facilitation
  • Ethnography

What regions within the UK do you cover?

  • London/South East England
  • Northern England
  • English Midlands
  • Scotland
  • South West England
  • Wales
  • N. Ireland

Which international regions do you cover?

  • Western Europe
  • Scandinavia
  • North America
  • Middle East
  • India
  • SE Asia
  • China
  • India/Pakistan/Bangladesh/Sri Lanka
  • Central/South America

Where are your offices in the UK?

  • London/South East England