Danielle Pinnington
MD Shoppercentric Ltd
Danielle’s career in MR began with MassObservation in 1988. After a short break in Australia in 1991, Danielle resumed her career with Research International in 1992 working in the consumer division with such techniques as MicroTest, BPTO and Locator, before becoming involved in Category Management research in 1995. After joining Incite Marketing Planning in 2000 Danielle’s specialization in shopper research took hold in earnest, leading to the decision towards the end of 2004 to set up a specialist shopper research agency – Shoppercentric Ltd.
Danielle has worked with a wide variety of retailers, suppliers and agencies in the area of shopper research, most recently helping with the development of the BP Connect flagship stores, as well as providing L’Oreal, Cadbury Trebor Bassett, Coca Cola and GSK amongst others with shopper inputs to their trade strategies.
Danielle has spoken on the subject of shopper research at a number of conferences, including ESOMAR Congress 1998, ESOMAR Retail Conference 2005, and WPP The Store Conference 2005, and regularly contributes articles on the shopper perspective in marketing publications.