David Penn is founder and MD of award winning agency Conquest, based in London. The company is one of the UK's largest independent researchers and, most importantly, is a pioneer of innovative online research methodology, welding neuroscience, communications theory and cognitive linguistics. In the last 3 years, Penn and his team have been shortlisted, commended or won outright a total of 11 awards.
Before starting Conquest out of sheer frustration with what many research agencies had to offer, he amassed a wealth of experience in marketing and research spanning both client and agency sides of the business, honing his skills at Unilever and UB. David Penn has published and presented widely on marketing and brand research - at MRS, ESOMAR, WARC and ARF conferences.
Explains Penn: "Much current research assumes brand decisions are conscious, explicable and rational, when in reality our behaviour is highly emotional; not logical, considered or easily accessed via standard questioning. Our work is about capturing people's emotional and social reactions to brands."
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