Market research company Metrix Consulting has appointed John Horgan to the position of business director based in its Melbourne office.
Horgan will be responsible for leading client engagements, building best in class qualitative research solutions and driving overall thought leadership.
Melbourne managing director, Asher Hunter commented “Our clients are demanding high level strategic thinking and are looking for partners that bring something new to the table. John’s expertise and creative approach to qualitative research means he can deliver in both these areas.”
Over the past 10 years, Horgan has consulted to leading brands across Australia, Asia and the UK, with a focus on brand strategy, innovation, U&As and communications development. His experience spans multiple sectors including FMCG, retail, entertainment, financial services, automotive and education.
Creativity is critical to delivering excellent research and Horgan is very comfortable going beyond traditional qualitative approaches. His view is “focus groups and IDIs are essential, but so is careful observation and interpretation of real life to truly understand consumer needs”.
This is reflected in the range of creative qualitative tools he has employed to involve and immerse clients in the realities of consumer lives, including food market safaris, in-home cook-alongs, pantry audits, cupboard trawls, co-creation workshops and accompanied surfs.
Commenting on his appointment, Horgan said: “It’s an honour to be joining such an outstanding team at this exciting time for Metrix. Building on the success Metrix has already achieved I see a bright future ahead, using creative thinking to deliver strategic insight for our clients. I hope to compliment the broad capabilities within the business through qualitative thinking and techniques that fit well with the essence of the Metrix brand.”