What is


Historically and probably unfairly perceived as a back room function, the space we used to call Market Research has evolved into multi-faceted business critical discipline driving relevance of all commercial activity to the consumer group. With the onset of the digital marketplace and ever-changing BIG DATA scene, FMCG experience whether agency or client side in what is widely regarded as a benchmark for other industries, has never been so valuable.

I have always been fascinated by people and how they interact with the world around them; a geography degree and doctorate was the obvious place to start which gave me a superb grounding in research.

I then joined Tesco working in their location analysis team a fantastic opportunity to understand how a cutting-edge international business, at the top of its game drove its growth agenda. It helped me develop a broad range of knowledge and skills as well as great opportunities to work in different markets as well as ultimately moving into a more consumer-focussed insight role.

In the late 2000s, I took the decision to move agency-side to gain insight and professional development into the coal face of consumer behavioural analysis and research.I then moved into the world of FMCG, working at Premier Foods, later Weetabix and currently Pladis. Each has an amazing collection of brands and strive to bring the consumer into the heart of all decision-making. As an insight practitioner, the critical role we play in all these organisations is to both understand the rich tapestry of human behaviours and attitudes as well as to try and synthesise these into clear business strategies and champion the consumer voice throughout the organisation. Working within FMCG is a never-ending challenge but also an absolutely fantastic experience, working with and alongside some of the most brilliant minds and business leaders in the various companies, brands and agencies in the industry

Industry Voice

Matthew Punter

Head of Insight McVitie's

Pladis Global

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