One Minute to Midnight Opens Dedicated Quant Division

Human insight business One Minute to Midnight has launched a dedicated global quantitative unit called 'One Minute to Midnight & Counting'.

Now with locations in the UK and US, One Minute to Midnight was founded in 2016 by Paul Laver and Douglas Dunn, and focuses on what it calls 'the 4 Dimensions of being Human' - actions, emotions, thoughts and values - to deliver an understanding of how people feel about a brand and how they behave towards it. In addition to being a bespoke consultancy, the company will soon be launching a 'global human values mapping programme', to provide clients with foresight into how values relate to culture and zeitgeist.

The new One Minute to Midnight & Counting quant business will focus on instilling human insight into client organisations, through a quantitative understanding of 'human values, emotional bonds and brand vibes'. Its co-founder, Krikor Mugerian (pictured), will lead the global quant business. He joined what was then known as Lieberman Research Worldwide in 2007 and remained with the company - now known as Material+ - for fifteen years, rising to SVP / MD UK.

Dunn comments: 'Increasingly our clients have been asking us to create a quantitative offering that matches the high standards of our qualitative research, so we're delighted to formally open One Minute to Midnight & Counting. This venture propels us into being a truly full-service research company, with a world-class human-focused offering across both quantitative and qualitative disciplines'.

Web site: www.oneminutetomidnight.life .

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