Managing Director , Conquest
David Penn is MD of award winning agency Conquest, based in London's Kensington. The company is one of the UK's leading independent researchers, boasting ongoing clients such as Heinz, Pizza Hut, L'Oreal, Pernod-Ricard, KFC and eBay. Conquest carries out both quantitative and qualitative research and, most importantly, is a pioneer of innovative online research methodology, welding neuroscience and behavioural economics with traditional communications theory.
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 MRS, ESOMAR, WARC and ARF conferences as well as running a regular blog on WARC website. In the last 6 years, he and his team have been shortlisted, commended or won outright a total of 18 industry awards, garnering the prestigious innovation in Research Methodology award for 2014. 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."