Our People

GI Insight is one of the UK’s
most innovative and established practitioners of customer insight.

Our tried and tested expertise is supported by state-of-the-art technologies, such as our real-time digital CAMPAIGN tool, and innovative techniques, including our own unique segmentation methodology.

We get inside your business and use all this knowledge to help you better understand buyer behaviour and shape customer journeys that build loyalty, boost spending and improve profits.

Our People

We’re thought leaders and proponents of customer insight, and we all bring something different to the table. With a range of skills, specialisms and backgrounds, our team has the expertise to get to the heart of your customer relationship challenges and find the right solutions for your organisation.

Patrick Headley is a leading practitioner in the field of Direct Marketing. During his 21-year career, he has written a number of papers and articles for the marketing press and research publications and worked with several leading retail and mail order organisations.  He regularly lectures at industry seminars including the DMA Green Marketing Event and Digital Print World.

His particular skills lie in getting companies customer communications to be more effective using techniques with format and data as well as digital innovation. Previously Managing Director of GI Solutions, in January 2016 he became CEO of GI Solutions Group.

Patrick Headley

CEO, GI Solutions Group

Crawford joined GI Insights as a Non-Executive Director in June 2017, and has now taken on the role as Managing Director of Go Inspire Ltd in October 2017.

He has a wealth of experience as a marketing director for many years and many companies in consumer goods, retail, financial services and telecommunications, both digital and physical retailing. Some of his highlights are launching the Boots Advantage Card, re-launching Tesco Clubcard and launching the Morrisons Card, along with develop the CRM capabilities in each.

Crawford has also directed the marketing and CRM for brands like  Tesco Bank, Aviva, Direct Line and Churchill. He set up a mobile data business called Telefonica Dynamic Insights, and more recently he was the Customer Director in Dobbies Garden Centres.

Crawford Davidson

Managing Director of Go Inspire Ltd

Andrew joined GI Insight as Director of Analytics in early 2013 and became Managing Director in 2016.

Over the past 20 years, Andrew has developed a strong background in analytics and database marketing techniques, gained through working within data driven and digitally focused businesses such as Acxiom, United Business Media and Findel.

Andrew and the team at GI Insight are focused on delivering actionable consumer insight which enables clients to unlock the power of their data and drive optimised campaigns which maximise ROI.

Andrew Adkins

Managing Director

Andy co-founded GI Insight and has over 23 years in the field of database marketing. His particular skills lie in the analysis of data and its application to improving customer communication, turnover and ultimately profit.

With such vast experience, Andy has written a number of papers and articles that have been published in the marketing press and research publications. He has also lectured at several seminars on loyalty & analysis including the CIM diploma, IDM Diploma, DMA seminars and the Institute of Directors.

Andy Wood


Alison’s role is to extend client relationships with both existing and future clients, by ensuring that GI Insight continue to provide the highest standard of insight and innovation, across all products and services.

Alison will continue to develop and expand the marketing side of the business, turning data and insights into commercial opportunities and into continued growth for the business’ clients.

Alison Wright

Client Services Director

Mark has been lucky enough to be part of the digital media revolution since the early days, working with a number of early adopting clients and internet innovators. Over the years Mark has been involved in building a number of pioneering digital marketing services businesses, that helped formulate some digital marketing services that are commonplace today.

As Digital Director, Mark helps GI Insight bring new digital services to market, and has overseen the design and build of our innovative programmatic digital marketing service.

Mark Wilding

Digital Director

Grant has been at GI Insight for over 8 years, graduating from Junior Analyst. He now leads a team on the company’s largest accounts, focusing on supplier and brand related analysis, enabling his clients to benefit from their large customer databases by providing in-depth customer insight.

Grant Ward

Senior Marketing Analyst

Phil has a strong analytical background across many sectors, combined with a keen commercial awareness.

His role is to manage the large-scale strategic client projects, with focus on GI Insight’s ability to provide highly actionable insight and commercial recommendations across our existing and new clients.

Phil is also responsible for training, coaching and developing new Marketing Analysts joining the business, acting as a mentor and conveying his experience and analytical ability.

Phil Matthews

Head of Strategic Analytics

Taiwo manages complex projects, writes business requirements, decides on methodologies to implement and ensures that all client requirements are fulfilled.

Coming from a strong statistical background, Taiwo uses his skill in modelling and predictive analytics to produce and present full lifecycle analysis which aids our clients in decision making.

Taiwo Odude

Senior Marketing Analyst

Having worked in the world of marketing insight for large retailers for many years, Victoria now manages a team of analysts across a number of key accounts. The team support and grow clients’ marketing activity through test and learn and insightful analytics.

Victoria Huntington

Senior Analytical Team Leader

Alpa leads a team of analysts at GI Insight to work with a range of our clients, both B2B and B2C – delivering strategy from industry leading insight to achieve the key performance measures specific to each client.

Alpa and her team are integral in improving the growth of our clients and efficiency to market, through valuable business reporting and profitable communications, which are both online and offline.

Alpa Kotecha

Senior Analytical Team Leader

With more than 10 years commercial experiences, Jessica leads the VIP team on GI Insight’s largest account. The team are responsible for providing in-depth insights to the client, and aiding in the planning and strategizing of campaign communications through email and direct mailer.

Jessica Wang

Senior Marketing Analyst

Ian is responsible for the efficient delivery of campaigns and insight that drive value for our clients. He combines his CRM and digital marketing expertise to help clients plan and deliver marketing campaigns, improve operational efficiencies, manage loyalty and improve ROI. He particular passion is to help organisations move from static campaign based CRM activity to delivering customer managed relationships across multiple channels.

Ian Welch

Account Director

To speak to one of our team call 0116 232 1711

Award and Accreditations

We’re proud to have the quality of our work and the results we have achieved acknowledged by our peers in the customer insight industry. Here are just a few of the major industry awards we have won in recent years:

Winner – Best Loyalty Programme
Pets at Home and GI Insight – Loyalty Awards 2017

Winner – Best Loyalty Programme
Pets at Home and GI Insight – Loyalty Awards 2014

Finalist – Best Use of Customer Analytics/Data in a Loyalty Programme
Bonmarché and GI Insight – Loyalty Awards 2014

Gold Winner – Best New Loyalty Programme or Campaign
Pets at Home and GI Insight – DMA Awards 2014
Winner – Innovation in Insight-Driven Direct Mail Marketing for B2C
Bonmarché and GI Insight – Database
Marketing Awards 2013

Highly Commended – Best New Loyalty Programme of the Year
Pets at Home and GI Insight – Loyalty Awards 2013