Market research consultant, Peter Goudge – a Fellow of the Market Research Society -was installed as Master of the Marketors, the City livery company for marketing professionals, whose objectives include the promotion of excellence in marketing practice and education.

Research and Insight was the theme of his installation address (January 22, Stationers Hall) at which the Guest speaker was David Barr, director general of the Market Research Society (MRS). He said that, as one of only 150 Fellows, Peter Goudge is a distinguished and successful market researcher. 

David Barr then summarized the current position of MR in the UK, which has an annual turnover of about £2 billion representing  nearly 10% of the total world market: the UK is the second largest MR market in the world and UK researchers are world leaders in international research projects.  He outlined the developments now taking place, especially in on-line research which risks attracting amateurism and temptation to compromise ethics.  He concluded with the hope that in 2009, the research and marketing professions might work more closely together as natural partners to make a strong public commitment to business ethics.

About Peter Goudge:  specialist in banking research

Born and educated in Cornwall, Peter Goudge graduated at Bradford Management Centre in Business and Administrative Studies.  In 1972 he joined the Midland Bank headquarters in the City where he became head of the Market Research function.  In 1998 he became responsible for Market Research across the NatWest Group, leading the push into previously non-traditional areas such as Private Banking, HR, Internal Communications and Investor Relations.

During his 13 year period there, Peter chaired the Group’s Marketing Society and also the Association of Users of Research Agencies.  He became a Council Member of the Market Research Society, of which he was made a Fellow in 2001, shortly after moving to the WPP Group as a Board Director at Business Planning and Research International, the consultative research arm of the Group.

Since 2004 Peter Goudge has been running his own consultancy and has written a book on Employee Research, published by Kogan Page.

Peter and his wife Marilyn live in Harpenden, Herts, and have two adult children.  His leisure interests include football, cricket and badminton, and music, especially rock music.