Barry Leventhal – Research Hero
Barry Leventhal, director, Barry Analytics Ltd
After reading statistics and completing a PhD at University College London, Barry joined market researcher AGB (now Kantar) as a statistician on its continuous panel surveys. He then had analytical roles in a geodemographics agency (Pinpoint), a customer management consultancy (Berry Consulting) and a data warehouse vendor (Teradata). In 2009 he set up his own advanced analytics consultancy.
Barry was nominated because "his work exemplifies the very best of research leadership: rigorous, collaborative and motivated by the long‑term interests of the sector, leaving a lasting legacy that benefits researchers, clients and public policy alike."
1. What is the biggest challenge you have faced during your career?
Predicting social grade for each household in the Census. After working on this for three decades across three censuses, we’re getting there, but there’s still more to be done.
2. What will be the next big trend or development in the research industry, and why?
Harnessing AI to market research. Many companies are already developing beneficial applications of AI, and I think this trend will continue to grow in the research industry.
3. Who inspires you as a researcher?
I’ve been greatly inspired by Richard Webber, who is widely regarded as the father of modern geodemographics. His 1979 MRS Conference paper, jointly with BMRB, launched geodems into the commercial world and accurately predicted its business applications. Richard has continued to create innovative segmentation systems ever since.
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