Following an 8 year marketing career on petfoods and subsequently moving to advertising at agencies like Leo Burnett, Fiona set up MESH in 2006 to fill a gap in market research.
Brand growth is driven by all experiences people have with brands, yet half or more typically go unmeasured. By taking an Experience Driven Marketing approach and capturing how people come into contact with brands in real time (Real-time Experience Tracking (RET)) MESH helps clients to take quicker and smarter decisions about their investment.
MESH has offices in Manhattan (where Fiona lives), London and Sao Paulo and was showcased in a Harvard Business Review article with the headline “A New Tool Radically improves Marketing Research.” With over a million experiences collected across countries during the last decade, MESH has a rich dataset to mine to understand how people are experiencing brands today.
Outside work, Fiona loves attending the theatre, art galleries, dance and thought-provoking events.
Fiona Blades understands that all experiences matter, not just the ones paid for by marketers. A former Planning Director who worked with major brands like Mercedes-Benz, she founded MESH Experience in 2006 to fill a gap in market research and to help brands unlock growth potential with MESH’s Experience Driven Marketing approach. When she’s not traveling to the other MESH offices in London and Sao Paulo or traveling around the globe to present MESH’s work, Fiona enjoys seeing art and organizing events for Women in Research (WiRE) as NY Event Lead.
PRESENTATION: REAL-TIME RETAIL – A NEW TECH-ENABLED APPROACH TO EVALUATE PEOPLE’S RESPONSE TO DISPLAY IN SITU