Bio

Pen Portrait

Dr Paul Marsden is an online communications consultant specializing in online PR, social media marketing and digital ethnography. He works with brands and organizations to develop effective online PR and marketing strategies.

Recent clients include LVMH, Nokia, BBC, Publicis, T-Mobile, WPP, Economist and the UK government. Paul also works with Pinnacle PR as a professional trainer in online PR and social media marketing.

Ex-AstraZeneca, Paul holds a PhD in psychology (digital communication and audience influence) and is a certified Net Promoter® associate. Paul led the research team at the London School of Economics that validated the link between word of mouth reputation and growth.

Co-founder of two successful online marketing services agencies (Spheeris, Brainjuicer), Paul has also authored a number of publications including the successful business book Connected Marketing.

Paul is a fellow of the Royal Society of Arts and an associate of the FutureLab network of strategic marketing consultants.

Downloadable Pen Portrait

• Full Name: Dr. Paul Marsden
• Age: 41
• Citizenship: British
• Residence: Miami, USA
• Profession: Freelance Market Researcher / Social Media Consultant
• Qualification: PhD Social Psychology, Certified Net Promoter® Associate
• Languages: English, French

Professional Background /

Current: Freelance market researcher and social media consultant.  Helps brands and agencies understand and influence consumer behaviour.  Specialist skills in communications research, opinion leader research, digital ethnography and consumer trends. Part of the FutureLab network of strategic marketing consultants.

• Consumer Research / Interviewing, Group Moderation, Workshop Facilitation, Desk Research, Online Surveys, Report Writing
• Social Media Consulting / Blog Marketing, Social Media Optimization, Community Management, Forum Moderation, Online Contests

Previous: Research Director – (Brand Genetics Ltd 2007-2009). Key Achievements: Developed new “clickadvisor“ online qualitative research semantic mapping tool to help brand innovation and communication, establishment of digital ethnography research service.  Clients list includes LVMH, BBC, Unilever, WPP, Omnicom, Publicis, Oxfam, IPG, Amnesty International.

Prior /

• Online Communications Consultant (2004-2007) Retained relationships with LSE Enterprise (London School of Economics), Brand Genetics, Kaizo PR, and Spheeris PR. Key Achievements: Worked with Ministry of Defence on media reporting guidelines for suicide terrorism; Research into the financial value of word of mouth reputation to business; Publication of Connected Marketing. Client list includes LVMH, Coty, LA Fitness, Simple Skincare, Orange, Nestlé, T-Mobile, Diageo.
• Co-founder Paris-based online PR firm, Spheeris (2003-2004). Key Achievements: Establishing one of France’s first online PR agencies with clients including Diageo, BenQ, Renault, and Pepsi.
• Research Director – Brand Genetics brand consultancy (2001-2003) (London). Key Achievements: Developed and commercialized online research tool for communications planning (sales = £250K in first 24 months). Worked with a range of consumer brands (LVMH, Nestle, Bacardi, Siemens, Diageo) on innovation and communication research. Market segmentation research for new brand positioning of American Express.
• Co-founder/Director – Brainjuicer PLC (2000-2001) (Brighton) – Set up online marketing research firm Brainjuicer with John Kearon. Key Achievements: Developed and successfully commercialized a set of online research services – mind mapping, online suggestion box, hot and not trend tracker, idea generator.
• Market Research Consultant – NOP Healthcare (now GfK) (1996-1999) (London). Key Achievements: Developed and commercialized new telephone research service ‘MaxiFit’ (customer-driven SWOT analysis (£160K sales in first year)), authored NOP Web Research Guide. Opinion leader research in health, beauty and medical sectors (GSK, Merck, AstraZeneca, Sanofi, J&J, Pfizer).
• Agency Directeur-adjoint – Taylor Nelson Médical (now TNS) (1994-1995) (Paris): Associate Director (Paris). Key Achievements: Commercialized international physician diary study (Cardiomonitor), managed international marketing research projects for healthcare companies MSD, GSK, BMS, Eli Lilly and Pfizer.
• Research Executive – Zeneca (now AstraZeneca) (Wilmslow/Paris) (1991-1994): Market Research Executive. Key Achievements: Seconded to France to work as market researcher with Boston Consulting Group on de-merger from ICI. Administered Phase IV research trials with physicians. Market research executive responsible for international research for cardiovascular portfolio.

Expertise /

Research

• Audience Research (Advertising/PR)
• Word of Mouth Behavior
• Brand Reputation/Perception Research
• Research Interviews
• Focus Group Moderation
• Workshop Facilitation
• Fieldwork Management
• Desk Research
• Online Surveys
• Report Writing

Social Media

• Blog Marketing
• Community Management
• Forum Moderation
• Social Media Optimization
• Online Contests

Sector Experience /

• Luxury
• Retail
• Media
• B2B
• Sports
• Healthcare
• IT
• Travel
• Public Sector
• CPG

Teaching / Professional Training Experience

• Online Communications – European Parliament, UAE, Volvo, Amnesty
• Customer Relationship Management (Enterprise LSE) – T-Mobile
• Sociology Research Methods (University of Sussex)

Qualifications /

• 2009 Net Promoter Associate Certification
• 2006 Post-Doctoral Research Social Psychology (financial value of word of mouth) – Institute of Social Psychology, London School of Economics
• 2000 PhD Social Psychology – University of Sussex (UK) (Digital Communication and audience behavior)
• 1991 BA (hons) (1st class) Sociology and French – University of Sussex/Université Paris V

Published Work (Selection) /

• Crowdsourcing (Contagious 2009)
• Consumer Advisory Panels (Market Leader 2007)
• Advocacy Drives Growth (Brand Strategy 2005)
• Connected Marketing: The Buzz, Viral and Word of Mouth Revolution (excerpt) (with J. Kirby, 2005)
• A Deadly Contagion: The Risk of Copycat Terrorism (The Psychologist: March 2005 vol. 18 no. 3)
• Speed Thinking: New Scientist Review of ‘Blink’ by Malcolm Gladwell (New Scientist: 12 February 2005)

Flip Side

Reformed bodybuilder, now a diving fanatic and qualified divemaster

With the Governator…