Ipsos MORI Senior Staff

Ben Page - Chief Executive

Ben Page is Chief Executive of Ipsos MORI. He joined MORI in 1987 after graduating from Oxford University in 1986, and was one of the leaders of its first management buyout in 2000. A frequent writer and speaker on leadership and performance management, he has directed hundreds of surveys examining service delivery, customer care and communications.

From 1987-1992 Ben worked in our private sector business on corporate reputation and consumer research, working for companies like Shell, BAE Systems, Sky TV and IBM. Since 1992 he has worked closely with both Conservative and Labour ministers and senior policy makers across government, leading on work for Downing Street, the Cabinet Office, the Home Office and the Department of Health, as well as a wide range of local authorities and NHS Trusts.

Named one of the "100 most influential people in the public sector" by the Guardian, and one of the 50 "most influential" by both Local Government Chronicle and the Health Service Journal, he is a winner of a British Market Research Association (BMRA) award and a 2005 Market Research Society (MRS) medal. Ben has served on a wide range of independent commissions and reviews and is currently a member of the advisory boards of the Kings Fund, Institute of Public Policy Research (IPPR), and the Social Market Foundation (SMF).

He has one son and likes jazz.  

Ben's biog 

Simon Atkinson - Assistant Chief Executive

Simon joined MORI in 1990 as a graduate trainee, and worked initially in financial and employee research. He then moved to the social research team, where he specialised in customer satisfaction work with local councils, as well as political polling. Simon became head of Ipsos MORI's Social Research Institute in 2005. He is a frequent writer and commentator on social trends and how to make the best use of research findings. Simon is co-editor of the Political Communications books on the 2001, 2005 and 2010 general elections. His experience includes a period in academic research, as well as a spell as acting Human Resources Director and MD of Ipsos MORI's Loyalty Division. He is a member of the British Polling Council and the Institute of Internal Communications Advisory Committee.

He lives in Barnet with his wife and two daughters, and likes cycling and skiing and Oxford United.

Deborah McCrudden - Managing Director, ASI

Deborah leads the ASI specialism in the UK. She has over 20 years' experience in branding and communications.

She started her career at Marketing Sciences before moving to Research International, where she worked in both their London and New York offices. Before joining Ipsos MORI, Deborah worked at Synovate (previously TRBI) with companies and brands such as Nokia, Aviva, Tesco, California Department of Health and Nestle.

She has a BA (Hons) in Business & Finance and a CIM Post-Graduate Diploma in Marketing.

Deborah has been a speaker at many conferences around the world talking about word of mouth, the demise of male advertising icons and consumer profiling as well as appearing on TV programmes 'This Morning' and 'Put it to the Test', profiling consumers based only on shopping receipts or contents of their dustbin.

She lives in Elephant & Castle with her young son.

Susan Malcolm - Managing Director, Marketing Practices

Susan runs the Marketing specialism in the UK.  The team conducts research to help marketeers drive their innovation programmes and ensure that their brand portfolios are commercially successful.

Susan has over 23 years’ experience in the market research industry, with broad experience in client management, research design, data analysis, marketing, sales and business analysis.

Prior to joining Ipsos MORI, Susan was a Managing Director for Bases EMEA and subsequently implemented change at the Nielsen Company using her Six Sigma, Learning and Management skills as a Master Black Belt of Global Consumer Products.

After graduating with her MBA from the Australian Graduate School of Management, Susan’s career has seen her hold various senior management roles with many global companies, from Kellogg’s to Coca Cola.

Meet the Ipsos Marketing Leadership Team  

Liz Landy - Managing Director, MediaCT

Liz is Managing Director of the MediaCT specialism within Ipsos MORI. Ipsos MediaCT has around sixty members of staff and turns over a budget of over £25m. Liz has overall responsibility for the business which is split into three distinct areas - industry contracts (audience measurement currencies); international syndicated business (currencies for media planning) and tailor-made research solutions to all players within the media, content and technology sectors.She is closely involved with key account management, new business generation and people management.

She has over 20 years of media research experience, having started her career at the BBC where she held a variety of research positions before joining the Ipsos group in 1994. Initially responsible for all TV and radio projects, she became Director of Ipsos Media in 1997 and then Managing Director and a member of the Board in 2001.  

 In 2007 Ipsos MediaCT was launched.  In Liz’s words ‘We expanded Media’s remit in 2007 in response to the fact that the media, content and technology sectors had converged to such an extent that they needed to be examined in combination, as well as in isolation, to ensure we could service our clients as effectively as possible.  The subsequent significant increase to our business is testament to the fact we read the market correctly’. 

Liz lives in the Thames Valley with her husband and two children, Henry and Poppy. She enjoys having family adventures and being pampered.

Niall Rae - Managing Director, Loyalty

Niall has been working in Loyalty research for 20 years during which time he has run everything from 40 country telephone studies involving 150,000 interviews per year to small scale qualitative exploratory surveys. He has worked with a diverse range of clients including HP, Orange, Aviva and Thomson Reuters and covered both Business and Consumer markets. His career began in Hong Kong and he has maintained a focus on global research since that time. Prior to joining Ipsos MORI Niall worked at NOP and GfK in the UK.

Niall runs the Loyalty Division which boasts 60 specialists with experience across consumer and business to business customer satisfaction work as well as employee satisfaction. He has a particular interest in technology as an enabler of research as well as an area of research and is always looking for the next tool that can help clients to better understand their customers in the most efficient way.

He lives in London with his wife and enjoys fitness, golf, sailing, canoeing and skiing.

Bobby Duffy - Managing Director, Public Affairs

Bobby runs our Public Affairs specialism in the UK, which is made up of the Social Research Institute (the largest social research agency in the UK) and the Reputation Centre. He joined MORI in 1994 from an economic policy think tank and has worked in social research ever since. He has particularly focused on our work for major evaluations of government programmes, as well as policy development in public service reform. He also set up and ran a number of our key initiatives, including the Research Methods Unit and Participation Unit, and produces many of our main thought leadership reports. He writes and presents widely on public policy and political issues, and has been a User Fellow at the Centre for Analysis of Social Exclusion at LSE and spent time working in the Prime Minister's Strategy Unit.

Bobby is particularly focused on making sure that the huge wealth of information on social issues that Ipsos MORI collects is as widely used as possible to inform policy and academic thinking.

He lives in the Barbican with his partner and two daughters.

Yusuf Ramadan - Managing Director, Operations

Yusuf has over 20 years’ experience in research. He joined Synovate in 2009 from GfK where he managed the UK Operations as Production Director. He also worked at TNS where he was a key strategist within Operations.

Yusuf is responsible for the Data Collection, Quality and Data Output departments. He takes a “hands-on” approach embedding new practices and driving strategy for the UK Operations business.

David Holliss - Chief Financial Officer

David is a qualified Chartered Accountant who joined the Ipsos Group as UK CFO in December 2001. Previously he served as Finance Director of BMRB for 13 years while also taking on a range of additional roles within the WPP research companies. This included a period of four years as Group Finance Director for six of WPP's market research businesses across the world.

David lives in Oxfordshire with his wife and two teenage boys and is a keen sports spectator, whether at Reading football, London Irish rugby, or England cricket games!

Caroline Wingfield - Human Resources Director

Caroline has been in the research industry for 14 years, previously at TRBi, Maritz and Synovate prior to the Ipsos acquisition.

She has experience of UK and International HR, including acquisition and integration, and is therefore very much looking forward to working with all the teams to bring the two companies together through a successful combination, helping to create the new better Ipsos.

MCIPD qualified, Caroline holds a blue belt in Muay Thai boxing, and is an ex-gymnast and gymnastic coach.

Sara Gundry - Communications Director

Sara has worked in marketing and communications roles in the research industry for the last 13 years.  She joined Synovate in 2011 having spent over 11 years at TNS where she most recently held the role of Communications Director in the UK..

She has experience across both internal and external communications, corporate brand and product marketing at both a UK and international level.

Sara lives in Surrey with her husband and two young children and alongside active family life enjoys good food and wine.

John Seglias - Chief Information Officer, EMEA Region

John is the Chief Information Officer for the EMEA region at Ipsos. His primary responsibility is to work with the group’s senior directors and regional managers to ensure that global and local business strategy and requirements are achieved through the correct selection and implementation of IT solutions. He manages a multi-country, multi-site team, covering software development, operations and user support, infrastructure, telecoms, and security and compliance.

John has a BSc, MSc and MBA from Imperial College. He has lived in various European countries and speaks five European languages.

Outside work, John is the chair of the BCS ELITE forum whose mission is to promote professionalism and leadership in IT. He is also co-chair of the National Computing Centre's MAB (Members' Advisory Board), a speaker in IT events, and has chaired a number of round-table discussions with senior peers.

John also enjoys good food and wine, playing tennis, and when he finds some time, playing the piano!