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Giving the grassroots a voice

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Paul presents as the LTA’s Head of Insights and Strategy. The LTA has put in place a system of continuous data gathering through various media which reaches fans, players, parents, coaches and clubs, and informs continuous reporting of different wants of consumers.

As the Head of ...Read more the LTA’s Insight and Strategy team, Paul has a wide-ranging role across all areas of the LTA’s strategy, activities and development, working closely with the Executive Team, especially in the area of Participation. For his work in this role, Paul was Highly Commended in the category of Client Impact of the Year at the Annual Market Research Society (MRS) Awards in December 2014 and was shortlisted for Insight Impact of the Year at the AURA research awards in March 2016. In December 2016, Paul won the prestigious Prosper-Riley Smith Qualitative Excellence Award at the Market Research Society Awards, winning against companies such as Sky, Asda, and Unilever.

This latter award was for his insight work on the behaviour change strategy and creative development for the LTA’s “Go Hit It” advertising campaign. Prior to the LTA, Paul led the market research function at Tesco.com, and then moved to Debenhams to work on their home department and multichannel strategy. Paul began his career working at the international research agencies Millward Brown and Ipsos MORI, where his clients included Sainsbury’s, O2, Philips, and Visa.