NEWS4 May 2011

Leading Edge hires three Nielsen researchers

Asia Pacific People

AUSTRALIA— Photon-owned research agency The Leading Edge has hired three former Nielsen researchers.

Lee Naylor has become global head of quantitative research and analytics, with Neil Sangster and Paul Sinkinson also joining the company. All three are partners in the business.

Naylor previously worked as Nielsen’s executive director for consumer research in Australia. Sangster and Sinkinson were directors.

They will focus on applying analytical techniques to the agency’s research work, including marketing mix modelling and agent-based modelling.