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Transdisciplinary Knowledge for Holistic Innovation

By: David Elliott and Rob Barker
Posted: June 1, 2012, from the June 2012 issue of GCI Magazine.

page 6 of 6

A graduate of London University, David Elliott gained postgraduate qualifications in export marketing. After 13 years in UK and international marketing roles, he moved to Singapore, and later Indonesia, in increasingly senior positions. After returning to the UK in 1993, he gained an MBA from the University of Hull and runs a successful UK and international consultancy. Clients have included Seven Seas, Johnson & Johnson, GlaxoSmithKline, Reckitt Benckiser and Boots. Throughout his career, he has had a keen interest in the way consumers respond to brands, which has led to cooperation with research practitioners and academics in areas such as low involvement theory and the role of brand engrams.

Rob Barker is the director of Shopper Insights Ltd., an Oxford, U.K.-based business that works with clients and partners who see a commercial advantage in understanding how communication and design influence attitudes and behaviors.