Zappi, the leading consumer insights enterprise platform designed for creators, today announced the appointment of Sinead Jefferies, Chair of the Market Research Society Main Board (MRS), as Senior Vice President of Customer Transformation.
With a global remit, in this role Jefferies will lead the company’s Customer Transformation team, playing a critical role in helping Zappi’s more than 350 enterprise customers get more value from the data they collect from the Zappi platform to better respond to their advertising and innovation needs - while maximizing the value of the norms and benchmarking data that make the Zappi offer invaluable. Jefferies will also continue to serve as the MSR’s Chair of Main Board, a position she has held since April 2022, looking after the needs and interests of all members and the wider research industry.
With a proven track record of helping businesses maximize their research investments and elevating the role of insights within organizations, Jefferies brings a wealth of over 20 years of experience as an insights executive, having held leading roles across multiple research disciplines in notable organizations such as London Underground, Post Office, and Royal Mail. Most recently, Jefferies has combined freelance insight consulting with running her own business to support companies within the insight sector on how to better adapt and optimize remote and flexible working within their organizations.
“As the catalysts for businesses’ growth that bring innovations to market, creators are the future of every company — but creators can only be successful if they understand consumers and have their needs and wants as the foundation for what they create”, said Julio Franco, Chief Customer Officer at Zappi. “We are laser-focused on making it easy for creators to get better answers using our platform, but that can’t come without some behavior change; businesses need to operate differently to be successful in today's world. Sinead and her team will play a critical role on this front, helping enterprises unleash the power of creators within their organizations with the data they need to inspire and validate their innovation and advertising decisions.”
“I knew I wanted to be part of an organization with a clear purpose and ambition for the future. The whole Zappi team has a laser-focused vision for where they want Zappi to be and the role it will play in driving fundamental change in how insights are used. I have no doubt this new journey will involve a lot of hard work, but it is hugely motivating to be part of a successful organization continuing on a path of disruption,” Jefferies said. “The opportunity to make an impact on Zappi’s customers through helping them use insight in a more agile and effective way is unparalleled, and I can’t wait to see what the future holds for us.”