Tom Simpson, Derek Carpenter and Geoff Jennings ‘thought about it for 12 years’ before starting Simpson Carpenter in 1998 in partnership with Mori. By measuring brand value, advertising effectiveness and customer satisfaction, the company fills a niche between data collection and management consultancy. It devises surveys and then analyses and presents the findings to clients such as Safeway and Honda. Sales at the west London company have grown 87% a year from an annualised £613,000 in 1998 to £4m in 2000, when it had 20 employees.
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