OLR Hires Royal Mail's Research Head for Top Role

London-based Opinion Leader Research (OLR) has appointed Royal Mail's Head of Business Intelligence Sinéad Jefferies, to lead its research and insight business. She will take up the newly created post in early summer.

OLR is part of the Research and Engagement Division of marcoms group Chime Communications. Businesses in the division also include Facts International, Caucus World, Naked Eye and Brand Democracy.

Jefferies currently oversees Royal Mail's research function, where she has been involved in leading a wide range of research projects including business and consumer satisfaction tracking, brand development, mystery shopping and regulatory and policy research. During her time with the organisation, she has also helped develop future brand strategy for Post Office Ltd, and led the programme to develop the blueprint for the planned design and layout of Post Office branches.

Prior to joining the organisation in 2004, Jefferies worked as an Insight and Brand Planner at London Underground, and as an SRE at BMRB.

'We were looking for a dynamic senior research professional with client side expertise, good leadership qualities and solid research experience - Sinéad is all these things and more,' explains Crispin Beale, CEO of Chime's Research and Engagement Division. 'We look forward to her helping to significantly grow and enhance the Opinion Leader business during this exciting time in our development.'

This hire comes shortly after Beale's promotion to his current position at Chime, following the departure of OLR founders Viki Cooke and Deborah Mattinson, who left earlier in the year to set up their own agency.

Beale joined Chime agency Facts International as CEO in 2008, from Royal Mail where he was Director of Marketing Services, Insight, Intelligence & Analysis. He previously held senior intelligence and research roles at BT and Dixons Stores, and worked as Marketing Manager/Senior Accountant at PricewaterhouseCoopers.

In addition to Beale's promotion, Nick Lamb - who was previously Chairman at Facts International - has been appointed Chairman of OLR, CaucusWorld and Brand Democracy.

Web site: www.opinionleader.co.uk .