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One of Asia-Pacific’s most experienced market research professionals, Alastair has provided support to clients in sectors ranging from consumer goods to telecommunications and social policy.
Before the setup of Gordon & McCallum, Alastair held a variety of senior roles with the Nielsen Corporation. His global responsibilities included driving Nielsen’s proprietary brand health and customer equity services (Winning Brands and eQ), and heading their Custom Research R&D function. He has held managerial and research positions throughout Asia at regional (Head of Custom Research in Asia-Pacific) and local level (including Managing Director of the Nielsen companies in Philippines and Malaysia and Board Director in Taiwan).
Prior to his work in Asia Alastair was a Partner in Applied Research Consultants, a New Zealand consultancy providing research advice to major political parties, financial institutions and government departments. An experienced market research trainer, Alastair has also been a regular speaker at international marketing and research conferences. Alastair holds an MA (Hons) in Political Science from the University of Canterbury and is a Fellow of the New Zealand Market Research Society and a member of ESOMAR.
Alastair has particular expertise in the areas of brand health management, brand equity and advertising communications research. His core interest is in helping agencies and clients work together to design staff development and research systems that combine both improvements in productivity and an increase in “insight value”.
email Alastair Gordon at: Alastair@gordon-mccallum.com
Alastair’s LinkedIn profile: http://nz.linkedin.com/in/alastairgordon