What inspires us

What inspires us

Our thoughts on behavioural economics

System1 Research’s emotion-based approach to understanding consumers is inspired in part by Daniel Kahneman’s prolific work documented in his book, Thinking Fast & Slow. In it, Kahneman expounds upon the two Systems that drive the way we think – System 1, our emotional, instinctual brain, and System 2, our rational, conscientious brain – and debunks the traditional model of consumers as rational decision-makers. We know how to make behavioural economics a practical lens through which to view brand decisions.

Check out our System1 Research Blog, the Behavioural Economics Guide and the Five Things Every Modern Marketer Knows About Famous 5-Star Marketing.

James Surowiecki: ‘The Wisdom of Crowds’

When reviewing the book ‘The Wisdom of the Crowds’, The Financial Times wrote: “As readers of Surowiecki’s writings in the New Yorker will know, he has a rare gift for combining rigorous thoughts with entertaining examples. [The Wisdom of the Crowds] is packed with amusing ideas that leave the reader feeling better educated.” This seminal work inspired CEO John Kearon to create System1 Research’s Predictive Markets methodology.

The executive team

The executive team

Alex Hunt Alex Hunt
President, System1 Research

Alex Hunt

 
Alex Hunt
President, System1 Research

Alex Hunt

Based in New York, I have more than 15 years of marketing experience and a track record helping clients grow famous brands and develop award-winning and effective communications. I am responsible for leading all client facing teams at System1 Research, overseeing 14 offices in the US, UK, Europe, APAC and Latin America. I was one of the pioneers of System1’s FeelMore50™ which has for four years been a ranking of the world’s most famous, emotional and effective creative.

Before joining System1 Research in January ’09, I began my career at Millward Brown, working across a range of large CPG, media, financial and retail clients in both the UK and US. I am a regular speaker at industry events including the ARF, Jay Chiat Planning Festival, TMRE, IIEX, MRA, AMA, CRC, MRCA and CASRO as well as US business schools.

Horace McDonald Horace McDonald
Managing Director Continential Europe & Commercial Director

Horace McDonald

 
Horace McDonald
Managing Director Continential Europe & Commercial Director

Horace McDonald

I joined Unilever (with John and Rod) after graduating in European Business from Nottingham Trent University. I have since worked in commercial and general management roles in EMI Music and the Guardian Media Group (where I ran the Hed Kandi business) and have joined The Gap Partnership - a niche negotiation training and consulting business.

I love football, am a Crystal Palace season ticket holder and (semi) retired player for a Vets team in Chiswick, I also play a lot of tennis, and also keep fit in the gym and get some front crawl. Music is a major passion; I am a brilliant dancer and sometimes turn my hand to a bit of DJing, although my wife (Ali) and daughter (Hope) are better at it than me. I also have a son (Felix), who is now better than me at tennis.

Brent Snider Brent Snider
President, North America

Brent Snider

 
Brent Snider
 
President, North America

Brent Snider

I have over 15 years of consumer research experience where I have cultivated a strong reputation for delivering powerful insights and building deep client relationships with many of the world’s greatest brands and ad agencies. I currently run System1 Research North America and oversee the account teams located in New York, Chicago and Los Angeles.

 

Before joining System1 Research back in April of 2007 as one of the first US employees, I started my career at Millward Brown and my experience spans a wide variety of categories, including pharmaceutical, CPG, financial services, entertainment and telecom while helping brands apply behavioural thinking to deliver stronger business results.

 

Robyn DiCaesare Robyn DiCaesare
Managing Director, United Kingdom

Robyn Di Cesare

 
Robyn DiCaesare
Managing Director, United Kingdom

Robyn Di Cesare

I’m incredibly curious and love people-watching. I’m always trying to find out what makes them tick which probably goes some way to explaining my career in research. After five years learning the ropes in a large continuous research agency, I joined the business back in 2006.

 

I’m proud of how much we’ve grown and our unwavering passion to change the face of market research, to better understand how people really make decisions. Currently I head up the UK team in London. Looking after our wonderful people, delighting our clients, developing our products, co-ordinating our marketing and enhancing our processes and all with the purpose of delivering profitable growth to our clients.

Gabriel Aleixo Gabriel Aleixo
Managing Director, Latin America

Gabriel Aleixo

 
Gabriel Aleixo
Managing Director, Latin America

Gabriel Aleixo

I’ve been working in marketing for multinational companies for over 20 years now, managing brand communications, online marketing and market research. In my career I have had the opportunity to work with many markets and cultures in Brazil, Germany, France and more recently in the USA. I joined System1 Research to start up the company in Brazil and after 5 years moved to Miami, where we created our hub for Latin America. It’s been an exciting ride so far!

 

My education background is in Communications and Marketing with an MBA in e-Business. Whenever I’m not intrigued by human behaviour, I try to spend as much time as possible breathing compressed air under the sea, taking photographs, or preferably doing both at the same time.

Maria Spinelli Maria Spinelli
Senior Vice President, Asia

Maria Spinelli

 
Maria Spinelli
Senior Vice President, Asia

Maria Spinelli

I've always been fascinated by "what makes people tick." Early on, I went through a phase of reading books on serial killers in order to try to better understand why, if two people were raised similarly, they could both diverge so drastically in how they develop. While I'm not sure that I have that answer, it was enlightening, and I certainly know what to look out for ;)! I actually first applied to the FBI, but didn't hear back from them... so, marketing research was the close second!

 

Born and bred in research on the agency side, I've worked for the likes of NFO, RI, and MB over the last 13 years. I've worked in everything from ethnography to large, multi-country/category brand trackers, segmentations, and U&As to digital to conjoint analyses and marketing mix modelling. I've worked across a wide range of industries from pharmaceutical to FMCG to alcohol to mobile to luxury goods.

I believe that variety is the spice of life, and am always happy learning something new through research! I subsequently joined System1 Research in 2013, and have loved every minute of it - truly looking at research with a very different lens, which is exciting after 17 years in the industry!

 

One of my passions is traveling - since out in Singapore, I've been to China, Taiwan, Japan, Korea, Cambodia, Thailand, Vietnam, Philippines, Australia, India, Indonesia, and Malaysia (mainland, Sabah, and Sarawak). I always find it amazing to see different countries and experience different cultures, and this often helps to keep me grounded and thankful for what I have.

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