Darren's had over 25 years experience in providing market insight in both a market research agency and client-side environment. His highlights include helping many major clients transform digitally, pioneering new online/mobile/digital methods and founding Skopos. He’s also a Fellow of the Chartered Institute of Marketing, Market Research Society and Royal Statistical Society.
What’s your golden rule?
Imagination amplifies intelligence
Who has been your biggest influence?
Other than Adam Ant and Kenny Dalglish, it would have to be a combination of my key bosses over the years: John Ardern, Don Beverly, John Kelly and Olaf Hofmann (if I’ve forgotten anyone, sorry!).
What is your most hated business expression?
“It’s a roller-coaster ride”. The ups and downs I get, but not the round & round, seated passengers only, etc. downsides of the analogy. But at least it (mostly) only goes forward!
How can marketers be braver?
Meet customers. For real. In person. In situ. Talk to them. Understand them. See what life is really like for them.
What’s the biggest risk you’ve taken in your career?
Moving to urban Manchester from rural Hampshire straight after Uni. Culture shock. But ultimately learnt my trade there and experienced the tail-end of Madchester to boot.
Which leader do you admire most and why?
Steve Jobs, courage of his convictions, and the comeback king! A great legacy of products/services too.
What’s your favourite word?
Tell us a secret?
So many…I’ve been nutmegged by Rodney Marsh, been captained by Phil Tufnell (with an Asda bag for his kit), and I caught Mark Butcher off the Cat’s bowling too! Oh yes, I’m also a Mobile DJ in my spare time (MC3D).
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