NEWS31 May 2011

BT’s Tricia Whitby joins Opinion Leader as research director

People UK

UK— Tricia Whitby has been appointed as research director specialising in customer satisfaction measurement at Opinion Leader.

Whitby joins the Chime-owned agency from BT, where she was head of continuous research, responsible for providing insight from existing research and commissioning new research to support marketing strategies.

Before that Whitby was head of market research at Dixons, where she also headed up the retailer’s consumer action group.

Opinion Leader is part of Chime’s insight and engagement division, which recently rebranded as CIE.

CIE chief executive Crispin Beale said: “We are delighted to welcome Tricia to our team. I am extremely confident that Tricia will become a valued member of the Opinion Leader team, as well as the wider division.”

As well as Whitby, CIE has hired Nicola Blythe and Emily Burn as research executives in divisional roles.