Gritten takes over as YouGov financial consulting head
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UK-- Adele Gritten has joined YouGov as head of financial services consulting, replacing Steve Nuttall who is taking up a role with an agency in Singapore.
Gritten was previously with business events organiser Marcus Evans where she set up and ran a market research team. The intention was to build the research resource into a full-service offer however the decision was taken last year to disband the team of five.
Gritten – a former Quaestor and Clear Channel researcher – cited a number of factors, including the need for significant upfront investment that could not be secured given the current economic climate.
A Marcus Evans spokesman said: “We are very pleased to hear that Adele has been appointed to such an important role with YouGov and wish her well for the future. So far as her previous role with the Marcus Evans Group is concerned, we started a small market research project in early 2008. However at the end of the year the Marcus Evans Group decided that despite some early successes its efforts were best focused on its core activities.”
Gritten will lead a team of six at YouGov, including consulting directors John Cogswell and Todd Davis and research manager Rupert Sinclair.
In an interview today, Gritten said that research has a crucial role to play in the midst of the recession as consumers adjust spending levels, investment patterns change and the financial services sector looks to rebuild the trust it has lost.
“Clearly there is a black hole out there and lots of people are searching for answers,” she said. “There is going to be a lot of work around trust and advocacy, brand positioning will be debated moving forward, and a lot of research is going to be done in retail and commercial and wholesale markets.”
Her predecessor at YouGov, Steve Nuttall is moving to Singapore to join consumer and business research agency Blackbox Research as executive director. He starts on 6 April.
NB: Story was updated on 5 March to add Marcus Evans Group comment.
Author: Brian Tarran
