Having come from a sales and marketing background in travel & tourism and automotive sector, Mark has been offering his professional opinion as a strategy consultant for 25 years now. After having been invited to help out on a temporary basis with some particularly difficult face-to-face interviews with senior management stakeholders, the few months foray into research turned into a long term passion for answer-seeking and problem-solving.That first project turned into a full time job with TNS and Mark learnt much from working with many different international market sectors from Financial, Healthcare, Automotive, FMCG, Utilities, Technology, Media, Government and Charity and a few others forgotten in the mists of time. As someone fascinated by human behaviour and the human condition, the clients, subject matter, problems and topics may all have varied, but the urge to understand people across all continents and cultures never diminished.Along with the study of psychology and several related subjects such as NLP and Semiotics, Mark explored and developed the use of Experiential research to ensure that the entire process of seeking the truth of usable answers was always based on the reality of the consumer. Mark has been solution-finding with an almost never-ending variety: shaping design creation, enhancing ad campaigns, guiding brand stretch, turnaround of declining sales, bringing the customer to life, developing corporate vision and advising on business strategy to mention just a few.A highly experienced moderator and interviewer, Mark has conducted thousands of group discussions, workshops, interviews including online groups and bulletin boards and has trained staff to use and analyse behavioural science, non-verbal communication, micro-expression, in-situ observation, psychology-based memory tests and story-telling techniques. Mark has experience of almost every conceivable topic including brand development / positioning, ad creative and execution testing, product concept development, product testing, service experience and consumer ethnography, to mention just a few. Mark started I C research in 2011 to offer a different approach to marketing research; an insights collective, providing an 'always-on' collaboration with clients, meaningful, memorable, story-based findings that champion the customer and creative, film-based mini-documentaries and photography to ensure true engagement and inspiration.