Photo of Nigel Roth

Nigel Roth

Further United Kingdom


I head up the research and strategy team at Further.

After more than 25 years in research, advertising, and marketing roles in the US, the UK, and India, I’ve built insight-guided strategy for clients across every sector and vertical.

Captivated by our behaviour, both contemporary (studying semiotics at UCL) and archaic (studying archaeology at Birkbeck, UOL), I’ve been fervently method-agnostic from the very beginning, adding qualitative to quantitative ad testing for Burke many years ago.

Over the years, I’ve been lucky enough to be involved with work on migraine VR and female health that earned a Cannes Lion and an Ogilvy Award, and able to give back to the research community as part of the Karl Eller Entrepreneurial Mentor program. I’m currently also editor-in-chief of the Empowerment Foundation, which advocates for the development of new technologies to serve rather than displace humankind.

Looking back I’m incredibly proud of creating and managing the esteemed early-stage creative development division of Ipsos NA, a true quant-qual insight and strategy support for companies like Colgate-Palmolive, P&G, Unilever, as well as challengers like Ben & Jerry’s, Toms of Maine, and Hills.

In my role at Further I lead exceptionally thoughtful research for forward-thinking clients, helping to create Future-Ready Brands

We’re all very aware of emerging realities, like the circular economy and sustainability, planetary guardianship and System 1.5 decision-making, but it’s easy to story-tell, not so easy to story-do, so we’ve created a dedicated approach to meeting these challenges.

If you’re looking for challenge-led research to guide your business and brand, to uncover those underlying roots of human patterns and habits, and understand the response triggers that change behaviour, please do get in touch – I’d be delighted to connect over a virtual coffee.