The Warc Blog

David Penn

David Penn Name: David Penn
Job Title: Managing Director
Company: Conquest

David Penn is MD of award winning, top twenty research agency Conquest, based in London's Hammersmith. The company is one of the UK's largest independent researchers, boasting ongoing clients such as Heinz, Pizza Hut, L'Oreal, Nationwide, KFC and GoCompare. Conquest carries out both quantitative and qualitative research and, most importantly, is a pioneer of innovative online research methodology, welding neuroscience, communications theory and cognitive linguistics.

In 2008 Penn launched Metaphorix® a groundbreaking tool which examines emotional engagement via visualisations of primary metaphors. In 2010, it was rolled out to include a brand new module - Infexious®, which predicts, measures and explains the potential of new ideas, ads or brands to catch on and 'go contagious'. Both tools have been used independently by ITN News to produce explanations as well as accurate and nuanced results for electoral polls.

Before starting Conquest out of sheer frustration with what many research agencies had to offer, Penn amassed a wealth of experience in marketing and  research spanning both client and agency sides of the business, honing his skills at Lever Bros and UB.

Penn has published and presented widely on marketing and brand research recently, at Market Research Society (UK), ESOMAR, WARC and ARF conferences as well as running a regular blog on WARC website. In the last 18 months, he and his team have been shortlisted, commended or won outright a total of 10 industry awards. Industry leader David Smith identified Penn as one of the key contributors to helping us understand "how developments in neuroscience mean we should be laying down a new theory of market research." Veteran industry blogger 'Left Field' and other peers admire the trail-blazing proprietary methodologies developed by Penn and his team to measure brand emotional engagement and viral potential. Penn's "Fantastic (work shows) that nowhere is emotional engagement more important than for campaigns hoping to enjoy viral success and word-of-mouth."