Obituary: Andy Cumming

Andy Cumming, co-founder of Curiosity Research and European MD at InSites Consulting, died of sudden heart failure at his home on 12th January.

Cumming (pictured) was born in 1972. He took his degree at Bangor University, sponsored by Royal Insurance (which became RSA), and after graduating in 1993 entered the company's graduate programme. Four years later, he began his first role in the MR sector, joining RSA's Proposition Development team, after which he worked directly for the CEO of RSA's UK Commercial business, as Executive Office Leader; and then became Customer Leader in the company's direct personal lines business, MORE THAN.

In 2006, Cumming set up Liverpool-based Curiosity Research with Carl Wong (who since co-founded LivingLens, now part of Medallia), with a focus on driving organisational change through insight-led engagement and storytelling. Starting with two people working from home, Curiosity grew to a staff of fifteen.

After six years with Curiosity, Cumming left to join Manchester-based research community specialist Join the Dots, in the role of Research Director. After leading the company's largest client account, GSK, he joined the senior leadership, and later took charge of half the firm's consultant teams. Then, following Join the Dots' acquisition by InSites Consulting in 2019, he was selected to lead the combined UK business, and subsequently promoted to MD of the European consultant operation, comprising nine pan-regional teams. He was also made a Managing Partner for InSites Consulting.

According to colleagues at InSites, Cumming held a deep interest in understanding motivations and behaviour, becoming an expert in the practical application of behavioural economics-based nudge theory and ethnography. His work with large public sector clients on policy areas such as smoking cessation and breastfeeding resulted in major change initiatives and the implementation of high-profile campaigns across many NHS Trusts and local authorities.

Cumming's family and InSites Consulting said in a statement: 'Throughout his career, Andy stood out in terms of his amazing ability to develop close relationships with everyone he worked with, to make people feel good about themselves, while challenging and inspiring them to better things. Clients were always quick to feedback on Andy's deep collaboration, and his passion to bring them fresh insight and ideas. He held a clear vision of the type of team he wished to be part of and while serious about what he wanted to achieve, had a superb sense of fun, an infectious laugh, and a kind and patient manner. He was an exceptional human being to work with and will be greatly missed'.

Those wishing to make a contribution to Andy Cumming's Just Giving page, to raise funds for the British Heart Foundation, can find details at www.justgiving.com/fundraising/andycumming .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.