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Peter Laybourne – A Potted Biography
Peter is Chairmanof Fathom International Ltd, a global qualitative brand planning agency with an established network in 54 countries around the globe.
His career started as a quantitative researcher in 1976 at, then Unilever owned, Research International, prior to him becoming Market Research Manager at Colgate Palmolive Ltd.
He rejoined the agency side at Schlackman Research becoming one of the industry’s first Marketing Directors in 1981, and Group Marketing Director of The Schlackman Group Ltd a year later. In 1983, he was appointed Managing Director and by time was a rare combination of qualitative and quantitative researcher.
In 1986, he formed breakaway agency Laybourne Valentine & Partners which pioneered a brand planning approach to research. Fathom International Ltd evolved as a bespoke niche qualitative brand planning agency in 1999 which he still runs today.
Additionally, he is Chairman of Neuroco Ltd one of the worlds pioneering Neuromarketing agencies, and the first to incorporate EEG, eye scanning and qualitative research to provide a measure of consumer sub conscious response to brands and brand communications.
Peter has served on the MRS Council and AQR Committee in the UK, as well as chairing the MRS Annual Conference. He is currently part of a sub committee of ESOMAR Professional Standards preparing a paper on Passive Measurement.
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