MICHAEL ROE

A career market research practitioner & trainer, Michael joined Research International, now Kantar TNS the world’s largest custom research organisation, in London after gaining an MA in Experimental Psychology at Cambridge University. He is now a freelance trainer/consultant.

During his career he conducted market research projects for major multinational clients all over the world. He also spent a period as Market Research Manager in Unilever. He was the founder of Research International Greece and then sequentially Chairman of RI Netherlands and Belgium. Between these assignments, he was a Main Board member at RI UK, where his responsibilities included training programs for staff and clients.

Michael has presented papers at ESOMAR conferences and seminars in Europe, the U.S. and Japan. A trainer for the UK & Dutch Market Research Societies, he lectures regularly at University Business Schools (such as Edinburgh and IE Madrid). His ‘Microlaunch’ Simulation won the 2018 MRS Award & has been used in 33 countries by companies such as Unilever, TetraPak, BAT , Shell and research agencies (e.g. TNS, IMRB).

He is author of the textbook “Market Research in Action” published by Thomson (ISBN 1-86152-938-4) which offers an introductory, practical, case study-based approach for all students, practitioners, users & choosers of market research.

Market Research Trainer