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Joe Goyder
/ Global Head of Qualitative Research and Creative Strategy - NielsenIQ
Joe Goyder studied psychology, anthropology, criminology and economics at university and has spent the two decades since trying to work out why people actually buy what they buy.
That curiosity has taken him from Jeep at DaimlerChrysler, to leading consumer insight on new drinks at innocent, through a string of UK strategy shops, to founding his own agency, Huxly Global.
Today, as NielsenIQ's Global Head of Qualitative Research and Creative Strategy, he's back where his career began twenty years ago, this time armed with AI, a global remit, and a healthy suspicion of the safe, average answer. His job: find the unguarded truth before the brief flattens it.
