Deborah Fox has worked in the commercial market research sector for over 20 years. At an early stage she started to specialise in designing and managing multi-country projects, and learned – sometimes the hard way – about the challenges and pitfalls of trying to create comparable data sets in widely varying markets. A linguist by training, her understanding of the way language works provided her with an insight into the nuance of how other cultures think, which was enormously helpful when it came to understanding how they respond to survey research. Along the way, she developed expertise in sampling and weighting, including how to project survey findings to total markets.
Kantar, UK
