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Senior
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jobs
Research, Cultural Insight and Brand Strategy
Simon Cochrane
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
An experienced qualitative researcher and brand strategist, skilled in interpreting and translating cultural knowledge and insight into brand thinking.
Particularly passionate about demystifying youth culture to help organisations better understand, engage with and empower young people.
Particularly passionate about demystifying youth culture to help organisations better understand, engage with and empower young people.
Markets
United Kingdom
Language
English
Fluently
Chinese (Mandarin)
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - ?
job
Head of Insight / Producer
Reprezent Radio.
I manage all youth insight relevant work and have co-led the delivery of a county-wide secondary school
engagement programme aimed at increasing mental health awareness and resilience. I have also taken
on a variety of roles and responsibilities including PR/brand comms strategy, event programming, and project management, all as functions of Reprezent's wider remit as a social enterprise and radio station.
○ NHS Essex: Designed, coordinated and delivered a year long engagement programme in secondary schools across Essex; managed talent and production teams to develop event content,
developed a network of schools to work with, planned and liaised with stakeholders on event
logistics, stage managed production staff during events, and took responsibility for all project
evaluation, monitoring and reporting
○ North-East Essex NHS CCG: Developed a new mental health engagement event for students in further education colleges in Colchester; carried out primary research in schools then designed
and led a creative workshop with internal stakeholders to arrive at creative concept for our event
engagement programme aimed at increasing mental health awareness and resilience. I have also taken
on a variety of roles and responsibilities including PR/brand comms strategy, event programming, and project management, all as functions of Reprezent's wider remit as a social enterprise and radio station.
○ NHS Essex: Designed, coordinated and delivered a year long engagement programme in secondary schools across Essex; managed talent and production teams to develop event content,
developed a network of schools to work with, planned and liaised with stakeholders on event
logistics, stage managed production staff during events, and took responsibility for all project
evaluation, monitoring and reporting
○ North-East Essex NHS CCG: Developed a new mental health engagement event for students in further education colleges in Colchester; carried out primary research in schools then designed
and led a creative workshop with internal stakeholders to arrive at creative concept for our event
Project Management, Research, Event, Pr, Content, Management, Radio, Producer, Network, Health, Monitoring, Enterprise, Production, Workshop, LED, Social
2016 - ?
freelance
Freelance Consumer Insight and Brand Strategist
unknown.
COPA90: Researched and co-wrote the Modern Fan reports, the company's annual football and cultural trends report; facilitated on a number of international projects for PUMA, Manchester City
and Nike, profiling young football fans across numerous markets including US and China
○ Warner Music Group: Managed multi-market audience and cultural brand audits for artists
including Linkin Park, Stereophonics, Charli XCX; Worked as part of the Insight and Planning team to build and develop their global audience segmentation tool, with responsibility for Asian markets
○ 8th Day (agency): Worked on a variety of client projects, most significantly helping IKEA
understand the cultural meaning of London, as well as recruiting and leading workshops for adidas
Originals with young music and streetwear fans in London
and Nike, profiling young football fans across numerous markets including US and China
○ Warner Music Group: Managed multi-market audience and cultural brand audits for artists
including Linkin Park, Stereophonics, Charli XCX; Worked as part of the Insight and Planning team to build and develop their global audience segmentation tool, with responsibility for Asian markets
○ 8th Day (agency): Worked on a variety of client projects, most significantly helping IKEA
understand the cultural meaning of London, as well as recruiting and leading workshops for adidas
Originals with young music and streetwear fans in London
Workshops, Music, International, China
2012 - 2015
job
Project Director
Southwark Council.
○ Southwark Council: Enabled Southwark council to effectively engage and consult with their young
Southwark residents on the nature of change and gentrification in their borough as a means of informing future council policy decisions
Project Director at Flamingo - London, UK (Jan 2012 - Dec 2015)
Spent four years at this award winning research agency providing brands with a deeper consumer and
cultural insight, as well as brand strategy. I provided an end-to-end service for clients, from proposal, to research design, execution and delivery, both independently and as part of a team, working in both UK
and global markets; I am well practiced in a variety of research methodologies including ethnography,
depth interviews, consumer groups, semiotics, workshop design and facilitation, as well as numerous
digital research methods, including moderating online communities.
○ adidas: Worked across adidas business units and markets (incld. Brazil, Japan, Russia & China)
to bring to life key consumer typologies through in-depth ethnography, with the deliverables - film,
book, and report - helping inform global design and comms
○ Playstation: Serviced a range of client briefs from smaller single or dual market (France / Spain)
creative development projects for the 'This is For The Players' campaign, to a multi-market,
exploratory proposition and positioning study leading up to the launch of the PS4
○ Guinness: Worked across a variety of briefs including a semiotic and cultural study of the craft
beer space in Ireland, as well as brand development and positioning study which helped guide the launch of new sub-brands Dublin Porter and West Indies Porter
○ Mountain Dew: Successfully repositioned the brand in the UK using a combination of cultural
insight and consumer insight to identify the culturally resonant territory of UK skate culture
○ Reprezent Radio: Led a Market Research Society Awards nominated, pro-bono audience
understanding project that upskilled Reprezent employees in research methods and brand
thinking, followed by a deeper brand development study that helped realize untapped, commercial
potential for the organisation through new commercial partnerships
○ Persil: Conducted a number of in-home ethnos with mothers and their children in Turkey to update
Persil's local 'Dirt is Good' messaging, bringing it into line with global brand guidelines whilst
balancing it with local understanding and cultural nuance
○ Whiskers: Responsible for the Japanese market in this multi-market study that explored the
relationship between women and their cats, the findings of which informed the selection and definition of a new global creative territory for the brand
Southwark residents on the nature of change and gentrification in their borough as a means of informing future council policy decisions
Project Director at Flamingo - London, UK (Jan 2012 - Dec 2015)
Spent four years at this award winning research agency providing brands with a deeper consumer and
cultural insight, as well as brand strategy. I provided an end-to-end service for clients, from proposal, to research design, execution and delivery, both independently and as part of a team, working in both UK
and global markets; I am well practiced in a variety of research methodologies including ethnography,
depth interviews, consumer groups, semiotics, workshop design and facilitation, as well as numerous
digital research methods, including moderating online communities.
○ adidas: Worked across adidas business units and markets (incld. Brazil, Japan, Russia & China)
to bring to life key consumer typologies through in-depth ethnography, with the deliverables - film,
book, and report - helping inform global design and comms
○ Playstation: Serviced a range of client briefs from smaller single or dual market (France / Spain)
creative development projects for the 'This is For The Players' campaign, to a multi-market,
exploratory proposition and positioning study leading up to the launch of the PS4
○ Guinness: Worked across a variety of briefs including a semiotic and cultural study of the craft
beer space in Ireland, as well as brand development and positioning study which helped guide the launch of new sub-brands Dublin Porter and West Indies Porter
○ Mountain Dew: Successfully repositioned the brand in the UK using a combination of cultural
insight and consumer insight to identify the culturally resonant territory of UK skate culture
○ Reprezent Radio: Led a Market Research Society Awards nominated, pro-bono audience
understanding project that upskilled Reprezent employees in research methods and brand
thinking, followed by a deeper brand development study that helped realize untapped, commercial
potential for the organisation through new commercial partnerships
○ Persil: Conducted a number of in-home ethnos with mothers and their children in Turkey to update
Persil's local 'Dirt is Good' messaging, bringing it into line with global brand guidelines whilst
balancing it with local understanding and cultural nuance
○ Whiskers: Responsible for the Japanese market in this multi-market study that explored the
relationship between women and their cats, the findings of which informed the selection and definition of a new global creative territory for the brand
Organization, Brand identity, LED, UP, Winning, Online, Guide, Workshop, Market study, Campaign, Design, China, Development, Service, It, Radio, Movie, Market research, Research
2009 - 2011
job
Research Analyst
enoVate.
Worked at this start-up company providing global brands and agencies insight on the Chinese youth
consumer, clients including Lynx/Axe and Nike; Also designed and created paid for trend reports as well as regular digital content.
consumer, clients including Lynx/Axe and Nike; Also designed and created paid for trend reports as well as regular digital content.
Research, Content, Analyst, UP
My education
2008
Chinese Cultural University in Taipei
N/a, Advanced Mandarin
N/a, Advanced Mandarin
2005
-
2009
University of London
Bachelors, Chinese
Bachelors, Chinese
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