Managing Director | Direction First
Erica has been a leader and innovator in the Australian market research industry for over 19 years. After working as a marketing director in the FMCG sector, Erica took the decision to open her own market research agency in 1997. Since then, Direction First has built an unsurpassed reputation for helping its clients to achieve business success from their investment in research. Direction First was a pioneer in visual online research in Australia and remains at the forefront of industry innovation in this space. Over the last three years the agency has successfully introduced – in partnership with global leader, Insites Consulting – Consumer Consulting Boards and Structural Collaboration into the Australian market. Erica is an inspiring speaker who is regularly invited overseas to speak about the future of research, and how innovative research techniques can be used to bring about business and brand transformation. She is an advisory board member of the global group Women in Research and a keen support of diversity in the workplace.