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 management team

The management team

Alex BatchelorAlex Batchelor 
President, System1 Research

Alex Hunt

 
Alex Batchelor
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.

 

 

 

 




 

Alex HuntAlex Hunt 
President - North America, System1 Research

Brent Snider

 
Alex Hunt
President - North America, System1 Research

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. Outside work my main interests are rugby, golf and acting as a figure of fun to my wife and 4 children.

Casimir KingCasimir King 
Commercial Director

David Whitelam

 
Casimir King
Commercial Director

David Whitelam

I hold a joint Honours degree in French and Management Studies from the University of Reading. I began my research career at BMRB International, running 100s of waves of tracking as well as oodles of exciting ad hoc tests. Later specialising in NPD research, especially pricing studies and pack testing, I then moved to SGA Research International where I worked extensively on volume forecasting and sensory evaluation. After a spell at a boutique consultancy, System1 Research called out to me in 2007 and there hasn't been a dull moment since. As seen on a number of TV quizzes.

Emma Cooper

Ed Harrison

 
Emma Cooper

Ed Harrison

I am a market researcher with over 15 years experience working within the highly innovative market research firm, System1 Research. Our unique quali-quant market research methodologies translate psychology, behavioural economics and social sciences into smart research tools that better understand and predict human behaviour and hence marketing efficiency.

I am responsible for generating new Australian business leads, where we specialise in helping clients with brand strategy, communications (across both traditional and digital media), Concept Testing (including Packs) and Fame, Feeling & Fluency brand tracking.

Horace McDonald Horace McDonald
Country Director, Netherlands

Ellen de Kruijf

 
Horace McDonald
Country Director, Netherlands

Ellen de Kruijf

During my study of Industrial Design Engineering, I became fascinated by the first phases of the product development process - the part in which the primary design and functionality of the products are defined; finding the right mix between new technologies, fulfilling real consumer needs and business strategy. Prior to joining System1 Research, I worked as a research consultant at SKIM Analytical,

and as a product manager at Thetford, working on new products for the caravan and camper industry. I joined System1 Research in 2009 with the intention of applying my analytical skills, knowledge of the design processes and creativity to help customers make the right decisions and make their products successful!

James Geddes James Geddes
Managing Director, Latin America

Gabriel Aleixo

 
James Geddes
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.

Alex HuntAlex Hunt 
MD Europe

Horace McDonald

 
Alex Hunt
MD Europe

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, keep fit in the gym and get some front crawl in. 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.

Casimir KingCasimir King 
Senior Vice President, South and Midwest

Jeff McDonald

 
Casimir King
Senior Vice President, South and Midwest

Jeff McDonald

It has been 25 years since Graduate School and quite a fantastic journey that has somehow landed a native Texan at a quirky research agency out of the UK. During my life's journey I have had the privilege of working in numerous roles both on the client and agency side. I have worked in packaging, the ice industry, research, marketing strategy, sales, and most recently at Nielsen NeuroFocus where I oversaw the Shopper Marketing and insights practice.

If it had to do with Consumer Neuroscience and how emotion and the subconscious were drivers in the minds of the shopper then I was your guy. When not working, my wife Karen and I find ourselves riding herd over four incredible children and one quite stubborn young pup named Scout.

Emma Cooper 
Global Research Director

Jim Rimmer

 
Emma Cooper
Global Research Director

Jim Rimmer

I am a senior insight professional with over 30 years working in consumer insights, specializing in brand tracking and communications research.  From 2006 – 2012, I ran System1 Research’s business in the UK before moving onto to a role across our regional businesses as Group Research Director and now lead our Brand Tracking offer globally.

I am working with clients the world over to enhance the way tracking is done – based on the latest thinking from the behavioural sciences which shows that in order to grow, brands must concentrate on improving their Fame, Feeling & Fluency. It’s a simple, but not simplistic model of growth, which can be applied across the full spectrum of business professionals and is highly actionable.

I’d like to share my special interest: helping businesses harness their distinctive assets, to enhance the effectiveness of brand communications and ultimately to improve brand value.

Horace McDonald Horace McDonald
Country Director, Germany

Kathrin Posnanski

 
Horace McDonald
Country Director, Germany

Kathrin Posnanski

I have been a happy part of the System1 family for over 8 years – and even happier being based in Hamburg – the world’s most beautiful city! I have more than 20 years of experience in market research and marketing consulting. Before joining System1 in 2009 I worked at market research companies big and small –

and also had 5 years as a self-employed consultant. System1 Research is the perfect mix; great foundations, innovative methodologies, flexible approaches – plus openness, curiosity and taking care of each other.

James Geddes James Geddes
Senior Vice President, Asia

Maria Spinelli

 
James Geddes
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

Emma Cooper 
Country Director, Switzerland

Paul Munn

 
Emma Cooper
Country Director, Switzerland

Paul Munn

After graduating from university I began a career in public affairs research and strategy in Yorkshire in the north of England, where I stayed for seven years until I moved to Switzerland in 2006. There I embarked on a new career path in market research, working with Ipsos for almost four years on major research projects for P&G, SC Johnson, Nestlé, HP, the Red Cross and many others. I joined System1 Research Switzerland in early 2011 and since then have loved helping clients to better understand their consumers,

ultimately helping them create more effective advertising, more successful products, and more profitable brands. I have headed up the Swiss office since January 2016 and am proud to lead such a great team of people. When not in the office you'll probably find me in the mountains, either riding my snowboard or skis down them in winter, or pedalling my bike over them in the summer. I am also a big music fan, and try to get to see live bands as often as possible.

Horace McDonald Horace McDonald
Managing Director, United Kingdom

Robyn Di Cesare

 
Horace McDonald
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.

James Geddes James Geddes
Country Director, France

Rodolphe Jounot

 
James Geddes
Country Director, France

Rodolphe Jounot

I had over 10 years of experience in marketing research, gained in both agency and client sides and across Europe & Asia before I joined System1 Research in September 2012 to establish the France office. Since then, it’s been a lot work and a lot of fun, being busy

helping my clients make the right decisions to make their communications and products successful! In my spare time, I enjoy having quality time with my family & friends & listening to music - I was actually a DJ in a former life! Also, I am a coffee lover and that is why you are likely to find me in a coffee shop even when I should be in the office ;)

James Geddes James Geddes
Director of Planning & Strategy

Seamus O'Farrell

 
James Geddes
Director of Planning & Strategy

Seamus O'Farrell

My focus is on the application of knowledge from psychology and marketing sciences to growing brands and creating communications. I joined Abbott Mead Vickers BBDO in 1991 where I spent seven years and was elected to the Board in February 1996. Clients included The Economist, Yellow Pages and Sainsbury’s. I ran the Team which won and executed BT’s ‘It’s good to talk’ campaign. I moved to Bartle Bogle Hegarty in1998. The first ever external appointment to the Executive Management Board, running a third of the agency’s business. In 2003 I joined Leo Burnett as Executive Vice President on the Executive Management Board and Chairman of the Agency’s Leadership Group. Here I worked very closely with The Kellogg Company, which took me to live in Chicago for some years.

I became Marketing Director of Prostate Cancer UK in 2011. The challenge was to re-frame the scale of the issue in the public’s mind (prostate cancer kills as many men as breast cancer kills women, but nobody knew) and to create an organisational brand as its champion. I led a total ‘inside-out’ corporate re-branding project and launched the organisation’s first national integrated communications campaign. This drove huge revenue growth and market penetration. In 2013, I left to form my own Strategic Consultancy business, working with companies who are focused on behavioural science. I then joined System1 Research in January 2015 as Director of Strategy & Planning.

Brent Snider Brent Snider
Senior Vice President, North America

Simon Wyld

 
Simon Wyld
Senior Vice President, North America

Simon Wyld

I joined System1 Research in January 2010 to establish the West Coast office and arrived with over a decade of experience in research and marketing, having worked for some of the world's leading entertainment and consumer brands in both the US and UK, including companies such as BSkyB, Disney and Sony (where I was Vice President of Research for the International Television Division).

My areas of expertise include the entertainment sector, brand development, tracking, new product development and communications testing. In my spare time I support Manchester United, play golf, eat good food, exercise reluctantly and try to embrace American sport.

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