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Ali Sims


Ali Sims Profile

Ali has worked in the marked research industry for twelve years. She is a full member of the Market Research Society and holds the Society's diploma.


She started her career as a client-side researcher for Leicester TEC (now LSC) before moving to Business & Market Research (now HI Europe) where she has spent the last 9 years.

At HI Europe Ali managed a team of ten researchers and business worth 2m per annum. She worked with clients from a variety of sectors but primarily:

Utilities (Thames Water, United Utilities, Powergen Npower, EDF Energy, SWALEC, Aquila Networks and YEDL)

Retail (Marks & Spencer, Littlewoods, Iceland, Shop-Direct formerly GUS )

Travel and Tourism (Airtours/Mytravel and Thomson/TUI)

Healthcare (Pfizer and Durex)

Public Sector (Investors in People UK, Devon and Cornwall LSC, Wakefield College)

Ali's main strength lies in customer satisfaction research (Voice of the Customer, customer loyalty, switching behaviour). She is also experienced in product and branding research.

She is equally strong in quantitative and qualitative research and has lectured in quantitative techniques for the Market Research Society.

For more detail about our individual profiles, please click on the links below:

Research Directors:

Danny Sims Ali Sims Sharon Nichols James Hinde
Alasdair Gleed      

Research Associates:

Joanne Birchall Joanne Lewis    

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