Will Ranner

Will joined Bonamy Finch in August 2010, bringing with him a decade of market research experience. His main interests are in the application of segmentation, brand research and customer experience tracking to both strategic and tactical business issues. He follows new trends in research and technology and is always thinking about new ways to frame old market research issues.

Having studied Psychology at university Will worked at a global research agency for six years, gaining experience with many clients in a variety of markets. Four years’ experience on the client-side, with The Carphone Warehouse followed. This experience has given him an in-depth understanding of the wider business context into which insight teams fit. This leaves him well positioned to advise on how to synthesise data sources and how to deliver information to senior stakeholders with impact.

He is fascinated by human behaviour, social influence and marketing and spends much of his spare time reading about them. His other passions are the slightly contrary interests of discovering new and interesting beers and long-distance running.

What’s the most exotic place you have conducted research?

I spent a week in Lagos, Nigeria setting up fieldwork. It’s easily the craziest place I’ve visited on my travels!

What could the research industry do better?

Be less insular. Work with, instead of competing against, the ad agencies, consultants and technology companies that are increasingly overlapping with us. Become expert communicators.

What would you have done if you hadn’t worked in research?

It would almost certainly have been something to do with marketing or communication. Although when I was younger I wanted to be a weatherman.

What keeps you awake at night?

Not much: I’m a pretty sound sleeper! I tend not to worry about things. Maybe it’s because I try to avoid getting caught up in the news and media frenzies that go on.

What will you be doing in 10 years’ time?

Well, the face of research will have changed completely. I can't see there being so many surveys being conducted.  I’ll be fishing in the data river and making sense of and synthesising all the information I find, in response to specific issues and hypotheses.