The Yews Long Street Sherborne DT9 3DD T: +44 (0)1935 816036 M: +44 (0)7798 525013 E: grahamb@movementresearch.co.uk W: movementresearch.co.uk

Graham Booth

The CV

Graham Booth

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movement helps clients develop optimised brand communications through the powerful application of bespoke strategic and creative development research. Graham Booth established movement in 1997 (initially named Team Research Consultancy) and has run it as an independent consultant since 2007.

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Career history • 1981 - 1984: Account Manager, Leo Burnett Advertising • 1984 - 1987: Account Supervisor, Gold Greenlees Trott • 1987 - 1988: Researcher, Reflexions • 1988 - 1990: Research Director, DR-SM • 1990 - 1997: UK Managing Partner, Fusion Research & Consultancy • 1997 to date: Sole proprietor, movement (initially Team Research

Consultancy) - since 2007, independent consultant trading as movement Qualifications • MA (Oxon), 1981 • Certificate in Digital Marketing (Google Squared Online), 2014 Memberships • APG: Account Planning Group • AQR: Association for Qualitative Research • ICG: Independent Consultants Group

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Clients and categories • Over the last 3 years, clients have included: - Aviva - Danone - DCIF (Defined Contribution Investment Forum) - DCM (Digital Cinema Media) - eHarmony - Greene King - Hiscox - Innocent - Loch Lomond Group - Mission Foods - Paddy Power - RNIB - Rothco - SodaStream - Thornton & Ross - William Grant Distillers - Zopa • Previous major clients have included: - Boots - BT - Coca-Cola - Diageo - Heineken - Heinz - HSBC - Land Rover - Mars - Microsoft - Nationwide - Nestle - RBS - Sky - Telegraph Group - Trinity Mirror - Unilever - Wrigley • Graham has experience in almost all market sectors: - alcoholic beverages: spirits, wine, ale, lager, cider - automotive

- B2B - breakfast cereals

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- chilled desserts - confectionery - cooking ingredients - detergents - digital media - financial services - FMCG - IT - morning goods - newspapers - organic food - public sector: employment, drugs abuse, sexual health

- retail - soft drinks

- telecommunications - toiletries - utilities

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Scope of work • Around half of movement’s research projects concern creative

development - the focus has been advertising development across the full range of

media - additionally, projects have been undertaken on packaging,

sponsorship, promotions and corporate identity development • Around half of movement’s projects are in strategic development - principally brand positioning development - additionally, brand equity studies and campaign proposition

development projects have been handled - movement has developed a proprietary methodology for positioning

and campaign concept development: invisible stimulus • Most projects are UK based but many international projects have also

been handled. • movement also runs bespoke quantitative research, involving the design,

analysis and presentation of findings. • Graham Booth also designs and facilitates idea generation workshops

with client teams, refining the output into research-ready concepts • Finally, Graham Booth also runs bespoke training courses for clients in

qualitative research and strategic development

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Characteristics of movement’s work Analysis of feedback over the last 10 years has revealed that clients see the following as characteristic of movement‘s approach: 1 Challenging - interrogates client briefs to identify the genuine and achievable

objectives - communicates hard truths at debriefs 2 Sensitive to creativity - separates strategy from idea from execution - makes recommendations that understand the role of creativity in

delivering powerful communications - gains the trust of agencies and creative teams

3 Clear - brings great clarity to apparently complex issues - provides clear development guidance 4 Practical - provides highly actionable recommendations - always constructive 5 Authoritative - commands respect at the most senior client level - manages ‘difficult’ audiences

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Client testimonials Client companies Graham is one of the best researchers that I've ever had the pleasure of working with. His ability to unearth fresh insights and provide practical direction on creative development was invaluable to us. He is a true professional, has gravitas with agency and clients and is a genuinely good man to boot. I have no hesitation in recommending him. Barclaycard Graham’s analysis and feedback has always been extremely clear, his experience of the sector has significantly helped in understanding how we should develop. Graham also operates at great speed and, in the course of 4 months, we have completed 3 rounds of research and delivered a clear future direction for the brand. Loch Lomond Group Sharp intellect and refreshing honesty - this is what you can expect from Graham. He helped me shape the campaigns I delivered for RNIB. 'Spot the signs' and 'I am here' smashed our KPIs and it wouldn't have happened without the wisdom and steer of Mr Booth! RNIB Graham is a delight: he kindles simple, actionable understanding of the things that are really important to customers. He’s unafraid of revealing simple (even painful) truths – refreshingly, there are no elephants left in the debrief room. Yet Graham is relentlessly constructive and positive in finding ways forward. He’s a living reminder that in the age of analytics and big data we must never forget to frame our conclusions with well-moderated, objective conversations with real people. DCM I was impressed by your ability to communicate your research findings to a group of 60 Financial industry professionals, who are not used to consumer-based research. For this reason, and because the research findings were so interesting, they felt able to ask some particularly difficult questions, all of which you handled calmly and authoritatively. DCIF I would like to take this opportunity to thank you for your work on the comms. I know it was a bit of a difficult process but I was pleased that we were able to get some clear results in the end that will definitely shape our strategy this year. I appreciated your calm and firm approach as when dealing with such a large group of stakeholders it can be difficult to stay on track, but I think we managed to get what we needed from this piece of work and this is largely due to your guidance through the project. Bel UK I have worked with Graham for over five years and his work has been fundamental to the success of our campaign. His input in both the briefing stage and with creative development is invaluable - Graham will freely challenge us to make sure we get the

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maximum from the research. His presentations are thorough, well thought through and always very well delivered. However, it is the way he takes recommendations and brings them to life, with thoughts and provocations on how to position the communication in the real world, that makes him stand out from other researchers. Aviva Graham provided brilliant insights that were clear and actionable. I'm confident that his input and recommendations will help us deliver a campaign that will drive step-change results in market. He was highly flexible around our tight timelines and location requirements, and the whole team highly valued his approach and manner. innocent Thanks also for all your work on this project. It's been a real pleasure working with you and I thought your presentation this morning was really excellent: really clear and concise (so refreshing!). RNIB The output from your research is extremely valuable and will shape our future campaigns. It challenged us and highlighted the scope for great improvements in a campaign that is already commercially successful. There will be no excuses for complacency! The fact you picked up, that our campaign lack a creative idea, is just one example of your expertise in the communication development area. I am not sure whether I should recommend you too highly, as I wouldn't want my competitors to benefit from working with you! RBS When I work with Graham I have complete confidence. Confidence that he will uncover the realities of what is required to succeed and confidence that he can communicate this effectively to all levels of management. Coca-Cola Graham Booth has worked for us for over 10 years. Rather than being a default researcher, Graham is a key person who can be relied upon to bring back the true consumer insight, and land it within the business with great clarity and actionability, and more importantly, with a great understanding of the political environment which it then needs to be progressed. A valuable and valued partner. Coca-Cola I received fantastic feedback from the brand team on your input in the debrief this morning. In particular, we were so impressed with your interpretation, in-depth knowledge of the brand, your strategic insight plus ability to bring in all of your learnings from the previous round of qual, whilst handling all of the questions being thrown at you very professionally. Danone What you did was not only a brilliant piece of research but, just as importantly, it has brought the project to life for us. It has reinvigorated us. Trinity Mirror movement gave us clear and commercially constructive feedback across all areas of

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the project and it was refreshing that the business was engaged and challenged throughout. The work done by Graham gave a real focus to the project. DC Thomson Family History We feel we have been able to take a big step forward, due in no small part to your contribution on a number of key projects. I confess to having been a little nervous about the risk in using an agency new to us on the communications strategy and components. But you did a really great job, bought into by all involved and guiding us through many issues. BT movement don't give you the ‘easy’ answer but they do challenge you and help you make the tough choices you need to make coming out of research. They understand that research is a tool and their job is to interpret consumer output relative to the brief not just “did they like it?”. Unilever Intellectual rigour is one of the cornerstones of our business. movement is one of the few agencies we have worked with that consistently deliver the high standards of analysis and interpretation we demand. You make great challenges to our thinking and that really sets you apart. Capital One movement have this unique ability to cut through and tell what needs to be said. I respect both their objectivity and measured analysis that is always action oriented. With this agency I really do feel we pay for great thinking! Diageo movement is an excellent agency that always approaches each new project with a sound and considered approach. High quality moderation and analytical skills underpin all their work, which makes for compelling and actionable debriefs. I cannot recommend movement highly enough. RBS I go to movement with the tough projects because they bring real intellectual rigour as well as a big dollop of realism to the table. Their consistently proven ability to sift the idea from the execution means client/agency groups can move advertising projects forward with confidence and a shared understanding. If you're brave enough to want to hear the truth I'd recommend them. SodaStream I wanted to thank you again for your honesty (as always greatly appreciated!) and pulling together so quickly a great summary and conclusions of the research. I think we learnt a lot from these and hope that we can implement these learnings. Nestlé When you commission movement, you don’t get what you ask for, you get what you need. HSBC

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Agencies Graham has become my 'go-to' researcher of choice, as he combines real insight with creative latitude. He is also intellectually rigorous and challenging. Many researchers dutifully report back what they hear. But Graham uses what he hears to make intelligent and insightful strategic leaps, making his debriefs both valuable and actionable. AMV-BBDO It’s remarkable how many researchers fail to distinguish between the kind of things people say in groups that aren’t representative of what they’d really think and feel at home and the stuff that really helps get under the skin of how the communications could work most powerfully. movement understands and can articulate this distinction to very telling effect. M&C Saatchi Thanks so much for the recent work you’ve done helping us untangle our seemingly intractable communications problem. You explored our work sensitively and with a real awareness of how consumers relate to advertising in the real world, to help us all understand what’s working and where there are issues; and more crucially you’ve also given us great clarity as to why that is the case, to give us some fundamental principles on which to develop our campaign into the future. Joint I just wanted to drop a line to say thanks for the excellent debrief yesterday. It was intelligent, strategic, directional and sensitive to both the comms objectives, and creative expression. I think I reflect the response of both agency and client. AMV-BBDO Thanks Graham. You were great from beginning to end. RKC/Y&R Your help today was brilliant - all the Clients have said independently that they thought you were excellent. And our lot want to work with you on everything! Publicis Just a quick note to say thanks for the research. Many of your findings have already become accepted wisdom and are being regurgitated in meetings on a daily basis. Brothers & Sisters I have come across only a handful of agencies that really understand how advertising works. movement is one of the agencies I trust to provide well-considered intelligent and useful findings which cultivate ideas rather than strip them down and take them apart. M&C Saatchi You’ve given us serious food for thought and kick-started a debate that needed to happen sooner rather than later! I’m also grateful for the sensitivity you demonstrated in separating creative idea from execution. Not everyone does.

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TBWA I have never come across a research agency with a better understanding of creative work. McCann Erickson The movement team were hugely valuable contributors to the development and final execution of our campaign. Their initial analysis helped build a deeper understanding of an unusual target audience, while subsequent research identified areas both of strength and weakness in our creative approach, which allowed us to develop an outstandingly successful campaign. The result owes a lot to their contribution. WTCS movement's contribution to research extends beyond pretty much every other qual agency I've worked with. They brought their knowledge of how people (really) respond to ideas and helped us develop brilliant concepts that elicit intelligent and useful responses. They also moderate, analyse and debrief research with the experience of someone who's actually briefed a creative team and made an ad. AMV-BBDO movement's help in creative development has been invaluable. Critically they demonstrate not only a passion for consumer understanding, but also a real appreciation for the creative vision and specific role of communications. That's always important, but even more so with creative work designed to take consumers out of their comfort zone. BMB

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Contact E: grahamb@movementresearch.co.uk T: 01935 816036 M: 07798 525013 Web presence Company website: movementresearch.co.uk Business blog: movementmuse.wordpress.com LinkedIn: uk.linkedin.com/in/grahambooth Twitter: @gthebash