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Victor Houghton

I have been running the information department at one of the UK's largest advertising agencies for 10 years. Our work can be seen every day on TV and in every national newspaper and consumer magazine. I have also worked in information departments in a broad range of industries. Apart from satisfying the information needs of the agency I also run its intranet and an unofficial agency blog. The two largest areas of focus are markets and consumers. Market data is gathered by using the standard information sources familiar to most business information professionals. We achieve consumer insights by using surveys such as TGI and Touchpoints, and by examining online conversations. This task is challenging because such insights, even when backed up by robust data, are still very subjective.

Sessions by Victor Houghton
Thursday 15 October   11.45 – 12.30   B102: Turning Straw to Gold
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