Richard Matthews joins GfK NOP’s Technology division as Director of Insight
GfK NOP Technology is demonstrating its commitment to offering clients additional value, insight and direction from their research with the creation of a new Director of Insight role.
With nearly 10 years client-side experience in senior insight functions at Vodafone and Nokia, Richard Matthews, who has taken on this role, is ideally positioned to understand what clients need and expect from customer insight and how they can integrate and action key messages into their business processes.
In previous client roles, Matthews has developed and championed many innovative tools, processes and initiatives to drive insight into action including consultancy, change management and insight generation. He has also been at the forefront of industry benchmarking, working with other clients to take the whole Insights industry forward.
Matthews is also tasked with developing a suite of insight services for GfK NOP’s clients, to include:
- ‘insight audits’ for clients, defining optimum ways of working and processes to maximise performance
- provision of specialist training for client insight teams
- creation of strategic reports drawing together information from multiple sources
- brainstorms and workshops designed to integrate research findings into clients’ business programmes.
Richard Jameson, Managing Director of GfK NOP Technology says, “Our clients have asked us to provide them with research that is more highly integrated into their business processes and increasingly able to help them deliver against business objectives. The creation of this role leaves us better placed to meet those requests. Richard has an outstanding background on the client side, especially in the areas of new product development and innovation, and will be operating as an integral part of our Technology research team.”
Richard Matthews continued, “Coming from the client side, I have first-hand understanding of what is required from this role. Clients need agencies who have not only an effective understanding of their business strategies and market challenges, but also an expertise in generating insight and translating it into actionable recommendations and business direction. This also means engaging with all types of decision makers and providing deliverables in a language and format they prefer. I’m looking forward to getting started.”
Richard Matthews starts at GfK NOP on 9 October and will be based in the London headquarters. He can be contacted on +44 (0)20 7890 9069 or