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Our People

Graeme Chrystal

Managing Director

Graeme has over 25 years' experience in pharmaceuticals, medical and marketing communications and marketing research.

In addition to running the Zaicom group of companies, Graeme operates as a Project Director and Research Director for Zaicom Research Plus, involved in early product profile testing as well as studies relating to positioning development, message development, brand development, visual aid development and brand imagery/personification.

His experience within marketing research is in qualitative with particular focus on the use of enabling and projective techniques to uncover deeper rational and emotional insight. Graeme is a member of, and speaker at, PBIRG, ESOMAR, EphMRA, and PMRG. He is also a member of the International Business Communicators Association and a qualified NLP Master Practitioner and Master Hypnotist.

Mathew Francis

Commercial Director

Mathew has a 20 year background in the marketing research industry that has encompassed spells both on the agency and manufacturer side. At Zaicom Research Plus, Mathew utilises his experience gained thus far to promote a deeper understanding of the advanced qualitative techniques that allow companies to delve deeper into the complex processes that affect physician behaviour.

Mathew started in the pharmaceutical industry working for Hoechst Marion Roussel (now Sanofi Aventis) in the Business Intelligence team as a Senior Research Executive. Working in therapy areas such as cardiovascular, diabetes, allergy and infectious diseases, Mathew was responsible for commissioning and co-ordinating primary market research studies as well as analysing the secondary data sources such as IMS.

Following this experience he moved back to the agency side as a Project Manager for Strategic Marketing Corporation, where he was responsible for managing multi-country qualitative and quantitative studies for major pharmaceutical clients such as Pfizer, Bayer, Allergan and Abbott.

His more recent experience has been with the global market research companies, Harris Interactive and GfK, in senior roles. Mathew has particular expertise in the diabetes, depression, inflammatory bowel diseases, allergy and infectious diseases markets (inc. HIV) and has moderated many focus groups with GPs, hospital specialists, payors, nurses, patients and carers. In addition, Mathew has presented at conferences on behalf of clients at the World Congress of Cardiology 2006 and the Pharma Marketing Excellence Conference 2007.

Neil McPhee

Strategy and Research Services -
Research Director, Global

As one of the most experienced specialist qualitative marketing researchers operating out of the UK today, Neil McPhee brings over 36 years of experience of applying research findings to a wide range of marketing and business problems. He is the senior research director at Zaicom Research Plus working with clients and the ZRP team to design and carry out projects that will bring about real business solutions. Neil is involved from the initial project design at the proposal stage, through creating the topic guides and stimulus materials used, to moderating in the UK/USA and briefing and working alongside field partners globally to ensure a cohesive global report is produced and presented.

He was formerly Qualitative Research Director of MORPACE International in Woking and previously for over 22 years, Founder/Managing Director of MSS, a full service MR agency in Bristol.

Neil speaks regularly at ESOMAR Conference events, and the BIG (Business Intelligence Group), and has both specific healthcare and advanced qualitative technique experience.

He has given papers on Ethnography (ESOMAR) and Advanced Qualitative research techniques at over 30 specialist conferences, and has most recently presented papers alongside Graeme Chrystal at the PMRG Institute in Philadelphia (Oct 2009) and the EphMRA (Barcelona June 2008) and ESOMAR Healthcare (Rome Feb 2008) conferences, on the use of Advanced Qualitative Research techniques in healthcare research.

Neil is also a qualified Practitioner in NLP and Hypnotherapy, which he uses in ethnographic and advanced qualitative work, and on which he has written/presented papers at numerous conferences. His recent book, The Hidden Art of Interviewing People, explores the issues of Qualitative Research techniques and applications. He has also contributed a chapter to the ESOMAR Market Research Handbook and co-runs Workshops on NLP in Qualitative Research and on Ethnography across the world for ESOMAR.

David Reid

Business Development Manager, Europe

David Reid has spent the last nine years working in the marketing research industry (NOP/ GfK, Harris Interactive) in a number of operational roles to market their qualitative research and interviewing services.

David's focus is concentrated on promoting the service offering of Zaicom Research Plus to meet the fast changing needs of ZRP's customers. His project experience includes brand, communications, positioning and market access research, working with a wide range of client organisations in therapy areas such as CV, diabetes, CNS, GI, addiction and allergy.

David's mission is to help clients meet their research objectives using creative and cost effective approaches that gain deeper insight into customer behaviour (both emotional and rational motivations) of healthcare professionals, patients, caregivers and payors.

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