Alistair Knuckles Vince

In 2011, Alistair and a few friends decided they wanted to challenge the research industry’s obsession with data, to challenge outdated, traditional methods of research.

Ultimately they wanted to help companies get close to people anywhere in the world in an authentic way; observing real behaviour through advanced observational video ethnography.

Alistair is a huge advocate of the importance of identifying the say do gap that exists in research, and pointing out the failings of having the incorrect research mix.

His mantra is find the truth, tell the truth; neither is easy, but both are valued highly by the clients he works with.

He worships the spirit of Clive James, the tenacity of Brian Clough, and the poked-fun of The Princess Bride.