Ruth McNeil

Research lead

Ruth is a market researcher with particular experience in the business and cause marketing sector. A Fellow of the UK's Market Research Society, Ruth was a leading member of the Cause Related Marketing (CRM) Leadership Board at Business in the Community (BiTC). She undertook and led a great deal of the qualitative and quantitative research which underpinned BiTC's assessment of and business case for CRM over several years.

Ruth's early career was in market analysis in the fast moving consumer goods arena having been trained at Unilever. She subsequently worked as a new brand manager for industrial detergents at Lever Industrial before resuming her focus on research at Research International, a leading international research agency. Ruth left Research International as a main board director and deputy managing director of RI Specialists unit from where she oversaw the firm's leading research on cause related marketing.

Over the past 8 years Ruth has advised clients on a range of business and service issues. She has collaborated with C&E on a number of client facing cause marketing projects and has worked on global research projects involving over a hundred markets. Clients have included Avon, Allianz, GlaxoSmithKline, Nokia, Unilever, University of Cambridge, Age Concern, the British Council and others.

Ruth convenes an annual research course for MA students at the University of Madrid Business School (IE) and is a frequent speaker on market research issues in Europe and USA. Her 2005 book 'Business to Business Market research: Understanding and Measuring Business Markets' now translated into Russian, is considered a seminal work on market research and research practice today.

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