Key People

Richard Sheldrake has worked in the market research industry for more than two decades.  He began his career as a telephone interviewer for BMSL (now known as Harris Interactive Europe) and was quickly promoted up the ranks. During his five years with the company he was trained in all aspects of the business-to-business research process, including client liaison, questionnaire design, project management, data analysis, report writing and presentation of findings.  Richard and his wife Jemma Evans founded Perspective Research Services in 1996 to offer specialist B2B and consumer field services.  He is now a board director of BDRC-Continental and the award winning full service agency Spring Research.  Richard is actively involved in the industry, a full member of the MRS, a serving member of the MRS Council, Honorary Treasurer of AIMRI and a former Deputy Chairman of the BMRA.

Tom oversees and manages all operational aspects of the Holborn telephone unit and nationwide face-to-face fieldforce.  He assumed this role in early 2004 having previously worked as a Research Director in Continental Research’s telecoms division, managing a range of business-to-business and consumer assignments over a five year period.  Tom started his career in market research with FDS International in 1996.  Tom is an associate member of the Market Research Society.  Prior to FDS, Tom worked as a journalist.  He has a BA Honours degree in History from Cambridge University and a Diploma of Graduate Studies at the Geneva Institute of International Relations. 

Richard joined Perspective Research Services in 2007 assuming the role of Data Analysis Manager.  Having worked in data processing in the market research industry for nearly 25 years, Richard carries a wealth of experience. Beginning his career as a spec writer working for Numbers Data Processing, he moved after 2 years to Quantime/SPSS where he spent almost 20 years. As a Senior Data Analyst he was given responsibility over junior staff and eventually moved into the training department, where he instructed people in the use of the SPSS suite of products across the UK and Europe.  Richard was promoted to the role of Data Processing Director last year and is now responsible for a growing team of DP professionals.

Gemma has worked within the industry for the last 10 years, with roles as field manager and field project controller.  She coordinates qualitative fieldwork and logistics for all research projects.  Gemma ensures the smooth running of studies and correct specifications of respondents.  She also manages and runs our viewing facility, Holborn Focus, together with Rebecca Neville.

Ruth holds a BSc Hons in Mathematical Sciences, a graduate diploma in economics from Birkbeck University and the advanced Certificate in Market and Social Research Practice.  Ruth is expert in Trade-off analysis including designing and analysing Conjoint studies, Discrete choice models, SIMALTO and Brand Price Trade-Off.  Other expertise includes Key Driver analysis, Segmentation, Data mining and Econometric modelling.  Her contribution has enabled the following research outcomes:

• Conjoint analysis to help design and launch services for HSBC

• Inform pricing strategy for T-mobile

• Segment attraction visitors for English Heritage

• Motivators of satisfaction and recommendation amongst users of conference venues