Richard Walker

Sector Specialist
Richard Walker Richard Walker
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Director
Mustard


Richard Walker is co-owner and director of market research specialists Mustard. In a career spanning almost 25 years, Richard has provided strategic insight, advice and consultancy to leading brands across the UK and around the world – including the likes of Viacom, BrewDog, Tangle Teezer, Allianz, London Business School and Merlin Entertainments. Plus, some of the North’s top brands and employers such as New Balance, Home Group, Sage, Home Instead and Seabrook Crisps. Richard joined the agency 10 years ago around the time of the management buy-out, and led the agency’s rebranding and repositioning from Ci Research, a predominantly b2b and public-sector focused agency, to a thriving city-centre operation that has seen headcount and turnover grow 300% with an enviable client list of global blue-chip organisations on board. His background is in qualitative market research, having previously led the qualitative research team at KPMG Nunwood in Leeds, where he also launched a start-up delivering insight films to support and embed large-scale research programmes. Richard also specialises in brand research and segmentation. In 2016 Richard launched POPCORN, Mustard’s 3-stage innovation process to help clients with NPD and brand proposition development.

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