Managing Director | Direction First | InSites Consulting
Erica van Lieven Managing Director Erica has been a leader and innovator in the market research industry for over 20 years. Erica founded the award-winning Direction First in 1997, and has since grown it to be a leading agency in Sydney. Prior to this, she worked for 15 years on the client-side of the FMCG sector, across executive roles in marketing, innovation and business for leading FMCG companies in Australia. Under her leadership, Direction First has flourished as client centric tea. Erica’s expertise, training and commercial acumen underpin Direction First’s agility, future focus and collaborative approach. She has shaped Direction First to provide full-service research offerings that deliver in a fast-paced, evolving brand landscape.
A regular contributor to industry conferences, Erica is passionate about the continuing evolution of market research services. Her views and expertise are frequently sought in the fields of insights, marketing, technology and the future of business. She is not only passionate about uncovering meaningful insights, but also activating insights; ensuring they live and breathe in an organisation. Since 2015, Erica has been on the global board of Women In Research (WIRe), a professional development organisation for women in market research, working across four continents and also presently sits on the AMSRS editorial panel.
Co-Presenters: Matt Jorgenson
The TV business is in flux. The insight team at SONY Picture Television had to find new ways to impact the business in a world of acceleration. But how can we create an EDGE with market research and insights? To help SONY with their challenge, we built an approach that embraced the principles of ‘Kaizen’ or continuous improvement. This means implementing a do-learn approach with research activities that are iterative and cumulative in nature. Each project solving a business need started with a few questions and moved towards the next loop based on learnings or newly generated questions from the previous loop. In conclusion, the approach allowed SONY to be more c.r.e.a.t.i.v.e.: more Confident, Relevant, Elevating, Agile, Timely, Informed, Validating and Engaging.