Following an 8 year marketing career on petfoods and subsequently moving to advertising at agencies like Leo Burnett, Fiona set up MESH Experience 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. She is the New York event lead for Women in Research (WIRe), founder of the Ginny Valentine Badge of Courage Award and was proud that MESH was named the Delta Air Lines Woman-Owned Business of the Year in 2017.
PRESENTATION: THE RETAIL REVOLUTION: EQUIPPING FOR THE NEW ERA
Bricks and mortar retailing is undergoing a seismic shift as more and more people transact online. The role of retail is changing from transactional to experiential. More than ever it is important to understand the impact of the retail experience. Years of capturing experiences in real-time has taught us that retail experiences can build brands. The rise in the pop-up, like Magnum Pleasure Store, demonstrates that brands understand how powerful these physical experiences can be.
New environments need new ways to measure their impact. The traditional ecosystem lacked cost efficient quantified ways to evaluate display in retail. Now we have tech-enabled solutions and we are delighted to share one of these. The approach uses cameras in displays that do not video or capture any personal identity – an algorithm counts faces, attention and emotion. Add clever tech to smart research design and data and clients have a winning combination! We will share case studies to demonstrate the power of the approach.