Head of Strategic Insights
Darren is a Senior Insights Professional and Qualified Professional Research (QPR) with significant experience across sports, entertainment, tourism, finance, franchise and non-for-profits in both agency and client environments.
Over the last 13 years, Darren has led the research, insight and strategy function at Allianz Australia, Nielsen Sport (formerly Repucom), 10 Thousand Feet Strategic Market Research and TEG Insights (part of the Ticketek associated group). In particular, he has consulted and advised on the health and growth of sport and advised on their growth.
At MI, Darren has been leading the Evaluation and Research function to deliver a broad array of intelligence consulting services for key Tourism Organisations, Venues, Event Owners, NSOs, SSOs and government across local and international jurisdictions. He has developed a strong working relationship with MI’s clients to ensure our work delivers against strategic priorities and to an excellent standard leading to outstanding client feedback on his services.
A segmentation specialist, Darren has assisted numerous Sports, Entertainment, Tourism and Business Organisations to build evidence-based segmentation models to reveal and predict high value audience clusters, how to reach them and deliver the right message to drive engagement and memorability.
Leveraging the breadth and depth of Darren’s skills and relationships ensures his involvement will make valuable contributions to the outcome of his client’s objectives and deliver to expectations.