Insights Director, Ian Mills has left Research First for Nielsen New Zealand, where he takes up the role of Executive Director, Consumer Insights. Mills joins Nielsen after two and a half years working with The Icehouse and Research first.
Among his recent roles, Mills worked with The Icehouse where he delivered the Marketing and Brand Strategy modules of the Owner/Manager and Leadership Development programmes.
Mills’ career in the insights industry spans over 25 years of experience across companies including Millward Brown, Colmar Brunton, and Ipsos as well as roles in boutique data and marketing strategy agencies.
Outside of Nielsen, Mills remains an active member of the industry as a fellow of the Research Association of New Zealand. When asked about the move, Mills says, “We now have access to richer data sets than ever before. The companies that make decisions based on people’s motivations and behaviours are the ones that keep up with the consumer. Nielsen does this well by understanding what consumers think, and reconciling those motivations with what those consumers do using Nielsen’s people panels (in television, online and FMCG retail)”.