Overview

A consumer insight consultancy specialising in insight effectiveness and delivery - engaging storytelling, joining new dots, and finding new growth opportunities. Available to work with research agencies or directly with FMCG manufacturers, suppliers, and retailers.

Services

Differential Insight specialises in consumer insight effectiveness and delivery. I focus on turning research into genuine insights, using an engaging storytelling style with conclusions that are easy to understand and action.

I have considerable experience in leadership roles on both the research agency side (Datamonitor Consumer, now GlobalData) and in private label food manufacture (Greencore), meaning I understand where insight comes from and how it's actually used.

The bulk of my experience is in food & drink, but I am also very familiar with wider macro trends and how they influence consumer attitudes and behaviour. This means I am regularly involved in product innovation and "category vision" projects - anticipating future needs and growth opportunities and turning them into product, commercial, and marketing strategies.

About

I grew up fascinated by stories and this is a major influence on how I work. I like asking questions, joining new dots, and looking at things from different perspectives. "Mark is somebody who everyone wants in their meetings" is one of the most unusual pieces of feedback I've ever had but has stuck with me.

At home, I'm a father of two little girls and when I'm not taking them to soft play centres I'm probably watching sport or playing on the drums.