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David Spenser

Direct Dialogue


Progressive research, in innovation, NPD, brand, strategic, creative, packaging, design, communications - moving the thinking forward, as far and fast as possible. We offer particular expertise in FMCG food and beverages, alcoholic drinks, petcare, automotive, retail, hospitality, healthcare, charity/NGO categories.


Qualitative research and consultancy.

Through Direct Dialogue, I can offer the full qual toolkit – including  f2f; online; communities; co-creation; ethnographic and immersive approaches. I am method-neutral: each has its benefits and drawbacks. I use whichever approaches are most suitable; often a braided, hybrid approach is best.

I take on only one project at a time, so when I’m working on a brand, that’s all I focus on.

I work in UK and internationally. I have particular expertise across Europe, North America, South Africa, SE Asia and Australasia. (I’m still waiting for that elusive first project in Antarctica.) I have long-established networks of global research partners, ensuring a consistent, high-quality and seamless resource. I usually take a lead role in co-ordinating international qual projects but I also enjoy working in a market-specific role on global projects.


I graduated and trained as a psychologist; I worked in boutique and full service agencies before becoming the founder of the London agency, RDS. During my 10 years as Chairman, this agency grew tenfold.

I then launched Direct Dialogue, in order to concentrate on more specialist creative brand research. Throughout my career I have been known as an innovator, pioneering methodologies that are now in mainstream use. For example, no-one has longer experience of co-creation.

When not busy on research, I enjoy taking long road trips, way off the tourist grid, or spending time with our (now grown-up and flown) kids. I sit on two boards as a non-exec Director and I am a committed volunteer for a charity organisation. I live in Suffolk, UK, in an eco-house my wife and I designed and built.