Data Driven Insights 2025

Petra Audy, Founder & Managing Director, Tracey.ai
Dr. Petra Audy is a media researcher focusing on how consumers behave, navigate and experience complex digital environments. By employing innovative methodological designs, she looks beyond what is visible through current digital metrics and examine consumer engagement in a disruptive digital economy. Awarded by the prestigious Marie Sk?odowska-Curie Fellowship, she currently investigates the link between consumer interactions and intentionality on social media. Building on her academic work on ‘invisible engagement’, she has founded Tracey.ai with the aim to transform how brands and firms communicate on social media—making advertising more beneficial for both advertisers and consumers. By identifying what truly matters to real people on social media and distinguishing between multiple types of engagement, her ultimate goal is to enhance the effectiveness of marketing communication, while prioritizing relevance over mere exposure.

Kelly Beaver MBE | CEO, Ipsos UK

Alice Bresciani, Strategic Insight Director, Yonder Consulting
Alice is a skilled insight professional with over 13 years of experience. She started her career in media and creative agencies, where she gained extensive exposure to different facets of insights, encompassing both qualitative and quantitative methods, as well as digital insights. Subsequently, she served as a Strategist at Carat, further focusing on digital and social insights.
At Yonder, she utilises her varied expertise and enthusiasm for cutting-edge digital technologies in the insights sector. Together with Network Rail, she developed a new methodology that combines various tools to enhance the understanding of audience behaviours in the digital space. Her background in communications and media agencies – spanning insight and strategy departments – equips her to provide not only data, but also actionable insights that are essential for organisations like Network Rail to make informed business decisions.

Natalie Delahunty, Head of Brand Insight, Trainline
Natalie Delahunty is Head of Brand Insight at Trainline. With over a decade of experience spanning agency, media owner, and clientside roles, Natalie brings a well-rounded and commercially driven perspective to understanding audiences and growing brands. At Trainline, she is focused on making insights actionable and helping shape strategic decisions across the business. Prior to joining Trainline, she was an Associate Director at MediaCom. Natalie is passionate about translating data into compelling stories and using research to challenge assumptions, spark innovation, and drive growth.

Rayan Hafeel, Senior Consultant, Ipsos Data Labs
Rayan Hafeel is a Senior Data Consultant at Ipsos Data Labs, leading the automation and AI solutions stream for the Microsoft account. Specialising in advanced analytics to drive commercial decision-making, Rayan's expertise lies in leveraging AI and machine learning to achieve tangible business outcomes, with a strong focus on facilitating internal data adoption and democratisation. Alongside this, he has experience leveraging client data to forecast ROI, working with marketing investment models and supporting investment planning strategy. Most recently, Rayan has been leading the development of 'George the Chatbot' for the Microsoft stream; an AI-enabled solution which is revolutionising insight democratisation and increasing team productivity for the Business Sales Operations team.

Rebecca Hatherall, Chief Operations and Strategy Officer, System 1
Rebecca (Becki) is Chief Strategy and Operations Officer at System1, the creative effectiveness platform. An ex-consultant, Becki has over a decade of experience in strategic and operational transformation, having worked across various leisure industries including motorsport, hospitality, and online gaming. With a strong people focus, Becki is particularly passionate about delivering excellence for customers and building a strong culture for employees.

James Hinde, Research Director, DJS Research
James is one of the founding Directors at DJS Research and has more than 25 years’ research experience, including the last 15 years with DJS.  He has a stronger focus on quantitative research, generally in more complex markets and often on an international level, working closely with our brilliant in-house statistician Rachel Waddington.  His inner geek is particularly excited about drawing strands of data together into living, breathing hypothetical models that can be used to ask questions of a client’s market, answering initial objectives and being available to answer the questions of the future.  He believes though in simplicity of output as a prerequisite for actionability, even where the inputs themselves are fabulously complex.  Together with Trainline James oversaw a complex piece of work that assigned a clear revenue value to a 40 or so different propositions in three European markets.  This work has been instrumental to the strategic development of Trainline’s European offer over the last 2 years.

Eileen Irvin, Co-Head, Survey Research Methods Centre, Ipsos
Eileen Irvin is Co-Head of the Ipsos UK Survey Research Methods Centre, where she specialises in high quality, large scale random probability surveys that are used for Official Statistics and service regulation. She has particular experience in research involving innovative methods and the use of Artificial Intelligence (AI) in the research process, including delivering “Marginal Moments”, a research and development project using generative AI personas to understand undecided voters in the UK general election.

Zuzana Kalistova, Consumer & Market Intelligence Manager, L’Oréal CZ/SK/HU
Zuzana Kalistova provides key insights into the consumer beauty market. As L’Oréal’s Consumer & Market Intelligence Manager, she leads insights across all brands, ensuring L'Oréal anticipates evolving consumer needs. Her expertise lies in navigating the complex intersection of data analysis and market trends to drive innovative brand strategies in both online and offline environments.

Tigran Khachatryan, Senior Data Scientist, Exolyt
Tigran Khachatryan is a Senior Data Scientist at Exolyt, where he leads the development of AI-driven analytics to understand behavior on platforms like TikTok. His expertise lies in applying artificial intelligence and network science to extract actionable insights from large-scale social data. With over a decade of experience at the intersection of AI, complex systems, and social network analysis, Tigran brings a rare combination of technical depth and strategic perspective.
He began his career in academic research, focusing on the structure and dynamics of information networks, before moving into the startup ecosystem. There, he has worked closely with early-stage companies to transform raw behavioral data into clear, growth-oriented strategies. His work enables teams to anticipate trends, understand user behavior, and make data-informed decisions in fast-moving digital environments. Tigran is passionate about bridging theory and practice—and turning complex signals into meaningful action.

Liam Laville, Global Head of Insight, Just Eat Takeaway
Liam is Global Head of Insights at Just Eat Takeaway.com, Europe's leading food delivery player. He has been at the company for over 8 years where he has responsibility for all of their customer, courier and partner insight programmes across all 16 JET markets. Prior to joining JET he worked within the global CMI team at Unilever across the Tea & Ice Cream categories, and before this worked across a range of brands and sectors at research agencies like Kantar and Hall & Partners.

Louisa Livingston, Founder & Director, Forward Thought & member, MRS Advanced Insights and Analytics Counci
Louisa Livingston has worked at large corporations and smaller brands, developing and leading Insight, CRM, data and innovation teams in places like Harrods, Hachette and EMI Music. She is a consultant looking for ways to enable all businesses to access expert-level advice that too often remains behind big company walls. She is also the author of PROMPT for Fashion Retail – part of a series exploring how large language models can help brands to understand their audiences and make the most of generative AI.

Ajay Mathur, Data Governance Leader, Motability Operations

Caren Osborne, Senior Strategic Communications Manager, Network Rail
Caren has over 20 years of experience in public sector communications and marketing, with a strong focus on behaviour change campaigns. She is currently Senior Strategic Communications Manager at Network Rail, where she has led the creation and delivery of strategies and campaigns on a wide range of topics, including sustainable travel, post-COVID rail recovery, journey disruption, and diversity, equity, and inclusion. Having won several communications awards for the best use of insight and evaluation, Caren is passionate about ensuring communications and marketing strategies are evidence-led, grounded in research, and deliver tangible outcomes for both the business and rail passengers.

Lewis Reeves, CEO, Walr
Lewis has spent the past decade at the forefront of data collection, leading high-growth teams and delivering innovative solutions for the research industry. He previously headed up the European division of programmatic sampling pioneer Peanut Labs (now part of Dynata), before going on to launch Viga within Savanta—growing it from the ground up to a 300-strong team.

Benjamin  Rietti, CEO, E-Tabs
Benjamin Rietti is the CEO of E-Tabs. His innovative approach has seen the company provide reporting services and solutions to the MR industry for over 30 years. With over two decades of industry knowledge, Benjamin is a talented entrepreneur who recognises the integral role technology plays in market research. A doting family man, he enjoys spending time with his children and grandchildren and has a passion for skiing.

Olly Robinson, Senior Director, Basis
Olly is a Senior Director at Basis, an award-winning international insight consultancy. He’s a mixed-methods researcher with a quant leaning and more than 15 years’ experience helping brands grow through insight-led approaches to innovation.   

Ceira Rutledge, Principal, Yonder Consulting

Davide Tiberti, Head of Consumer Research, Which?
Davide is Head of Consumer Research & Data Analysis at Which? - the largest consumer association in the UK - and is responsible for the research that feeds into its content and reviews.
Which? has its own research panel and work with agencies and panel providers to conduct large surveys to review products, services and providers and to identify consumer detriment
Before joining Which?, Davide was in charge of the Research & Evaluation team at the UK Electoral Commission.

Ben Walton, Chief Commercial Officer, Walr
Ben is a seasoned leader with over 20 years of experience turning data into direction. He began his career at AstraZeneca before moving into the agency world, holding global commercial leadership roles at GfK and System1. With deep expertise across general management, product development, and analytics-driven strategy, Ben brings a blend of technical know-how and business acumen.

Julian Watson, Founder & Director, Sketch Insight

Jonathan Williams, Founder, One Strategy Studio
Jonathan is a brand strategy consultant, serial entrepreneur and angel investor with over 30 years of agency experience, 20 years as a founder and the last 8 years working in AI and insight. His previous startups include Clear (now part of M&C Saatchi), Mash (now part of Kantar Consulting) and Discover.ai (now part of Hootsuite). 
His latest AI startup, ONE Strategy Studio is an insight, strategy and innovation agency that combines the best of human strategist expertise with the power of 100% automated Gen AI projects... delivering results as good or better than traditional agencies, but at a fraction of the time and costs. In just 18 months ONE has grown to 12 people, over 45 global clients and delivering 200+ projects, for clients such as Coca Cola, Asahi, Unilever, Haleon, Diageo, Philips and more.