BUSINESS PROFILE basis . Customers minds are always changing , and corporates now have the tools to enable consumer insight to drive most , if not all business decisions . In essence this is customer closeness .
What ’ s the business ’ approach to management ?
We have a senior leadership team who work very collaboratively , even though we all have distinct areas of focus within the business . This includes our Chief Operating Officer , Chief Technology Officer , Managing Director of Client Services , and I handle marketing and sales functions in my role as CEO . We all agree on the vision , purpose and goals of QuMind and take ownership of delivering against this across our respective areas of leadership . Our overall business plan goes hand in hand with our pillars for growth , which helps our senior leadership team understand how their role fits into the wider goals of QuMind .
What is your company ’ s vision and goal ?
I ’ d describe QuMind ’ s main goal as enabling corporates to get closer to customers to spark opportunity and understand the human being behind the customer . That is what we set out to do when we first started 23 years ago . Our vision has never changed , we are now just
articulating it in a more obvious way through our insights platform .
What kind of clients and market do you serve ?
Many of our clients have businesses in consumer-facing industries such as fast-moving consumer goods , utilities and media . These industries have always relied quite heavily on insights as they are competitive spaces where understanding how they fit into consumer lifestyles is critical to drive sales and growth .
We never have expectations of what type of client or market we serve because industries are always changing , as well as their awareness of the benefits that consumer insights can bring to their business . For example , the adoption of insights has traditionally lagged behind in the B2B space but is rapidly growing .
Also , as online surveys become much more sophisticated , there has been an uptake in the use of insights platforms in the employee engagement space and among higher education too .
What has your career looked like so far ?
At the start of my career , I worked in a sales role for two years , but quickly realised that it wasn ’ t
Mark Ursell , CEO , QuMind
www . intelligentcxo . com
35