Phil Sandy

Research Manager

Phil is passionate about understanding people and their motivations. A degree in psychology lit the spark, leading to a 25+ year career as a consumer research specialist, spanning multiple supplier and client-side roles.

Phil loves helping clients to root their innovation in strong consumer insight. He is agnostic about solutions – employing the full range of qualitative, quantitative, social listening and big-data analysis techniques to crack the challenges his clients present him with. He has led many hundreds of research programmes, helping organisations to identify opportunities, develop propositions, then optimise & validate them for launch.

Prior to ?WhatIf!, Phil was a global category research director (a Top-400 role) at Reckitt Benckiser – leading research worldwide for brands including Vanish, Woolite and Air Wick.

Outside of work, Phil recharges his batteries by getting out in the countryside: training for his next half marathon, taking his dogs on long walks in the Chiltern Hills, or maybe just finding a spot to sit and be inspired by the stillness & beauty of the natural world around him.

The ?! moment I’ve felt the greatest Impact:

I’m especially proud of the on-going value clients derive from the research programmes I devise for them. We helped one OTC healthcare client to size and profile the universe of suffering occasions – showing this #1 market leading brand the huge untapped ‘upside’ of untreated occasions. Almost 10 years later they were still using the results!

Find out more about the ?! values »

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