Lorenza Edge

After graduating from the University of London with a degree in English and Classics, Lorenza joined a small research agency which focused on consumer research. Here she worked across a broad mix of clients, tracking brand and advertising performance, evaluating NPD and brand development.

After seven years Lorenza moved on to a more consultative insight agency where she had the opportunity to work on several strategic segmentations. She likes to work closely with clients to ensure that the findings from research projects are utilised across the business.  Lorenza believes it is vital to communicate results clearly by creating simple but engaging methods of reporting. 

Why did you choose to work in market research?

I was fascinated when I discovered how brand owners developed their brand’s identity and how important understanding consumers’ behaviour and thought processes was in doing this.  Market research was a way to become involved in this.  Plus maybe I am a bit nosey – working in market research gives you an insight into people’s lives!  

What is the most unusual project that you have worked on?

A very small project to evaluate the potential of some male celebrities in terms of their suitability to front a campaign for health and beauty products; Pierce Brosnan versus Christian Bale...

What is your favourite recent ad campaign?

I am a bit of a sucker for a story and some good music in an advert, so I like the ads in the John Lewis campaign.

What are your biggest market research frustrations?

I think that “insight” is one of the most over used and least understood words in market research.  It is very easy to just say – “we need insights” without really thinking about what the objectives of a piece of work should be.

What has surprised you most in your career?

The amount that people will open up to you and tell you their experiences is a constant surprise.  It has made me appreciate that generally people are a lot more friendly and welcoming than perhaps we sometimes believe.