Former Hall & Partners US CEO Joins Alter Agents

In the US, full service shopper behavior specialist Alter Agents has appointed former Hall & Partners US CEO Michelle Castle as Chief Innovation Officer.

Los Angeles-based Alter Agents, which was previously known as Dialogue, was co-founded in 2010 by former Hall & Partner Directors Patrick O'Neal, Angela Woo, Phil Dance and Rebecca Brooks. In 2019, Woo and Dance left the company, leaving Rebecca Brooks with sole ownership of the business, and O'Neal continuing to deliver qual research and strategic planning under the Dialogue company name. More recently, the firm launched a tool called the Shopper Influence Research program, which uses a proprietary methodology to uncover shopper insights and help brands better understand consumers.

Castle (pictured) joins after nearly three decades in the market research industry, including serving as US CEO of Hall & Partners before leaving to join db5 (now Bastion db5) as CEO and President, and then the Hypothesis Group as Chief Strategy Officer. She began her career at IRI, and then moved to Millward Brown.

In her new role, Castle will support the company's expansion through development of new business products and services. Brooks comments: 'As we wrote in our recent book, Influencing Shopper Decisions, market research has not kept pace with the rapidly evolving world around us and we are committed to changing that. Michelle is the perfect leader to further translate this goal into reality, pursuing innovative, scalable strategies that will benefit the entire market research ecosystem, and our continued growth as a company'.

Web site: www.alteragents.com .

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