Thursday, November 20th, 2014

Roy Morgan Research today appoints Hugh Amoyal, former CEO of Ipsos Australia and President of the Association of Market and Social Research Organisations, as Deputy CEO.

Hugh will spearhead Roy Morgan’s strategic plan to deliver ever-increasing cost-effectiveness, flexibility and utility to market research clients. 

Hugh was most recently the CEO of Ipsos Australia for five years and the President of the AMSRO in 2013. His previous work as a senior marketer with clients such as Rothmans, Heinz, AstraZeneca and Meat and Livestock Australia gives Hugh a thorough knowledge of the needs of brands and businesses in a competitive global marketplace. 

Hugh lives in Sydney and will travel weekly between Roy Morgan’s new Kent Street office and the Melbourne headquarters. 

As part of the transformation, Head of Client Services Howard Seccombe has taken on a newly created role as Chief Digital Officer. Howard will drive the company’s ambition to own the crossroads where big data meets real-world research.

Over the last year, Roy Morgan has already begun this evolution by partnering with large digital media owners in Australia and overseas to provide Helix Personas segmentation for advertisers. 

Michele Levine – CEO, Roy Morgan Research, says:

“The last few years have been a challenging, yet enlivening, time for market researchers and brands seeking accurate, cost-effective and usable insights. Roy Morgan has taken this period to explore and refine innovative new ways we can use our unparalleled expertise in amassing comprehensive consumer research to deliver answers that are both profound and practical to clients. 

“As we embark on this next phase, Hugh brings the right mix of senior industry experience, relationship skills and commercial acumen to ensure we achieve our bold goals in 2015 and beyond. His experience working with a wide range of clients will ensure the content and delivery of our research remains aligned with their needs.

“Howard’s new role as Chief Digital Officer reflects our intention to find more opportunities to put our proficiency inmarket research, data science analytics and modelling to work in a digital context.” 

Hugh Amoyal – Deputy CEO, Roy Morgan Research, says:

“Roy Morgan Research and its Single Source product have always had a unique position in the Australian market. The changes in client needs, the big data trends and the fragmentation of media have reinforced the need for a Single Source information product.

“I am excited to be a part of Roy Morgan Research at this very exciting time as we move into the next chapter.”

Howard Seccombe – Chief Digital Officer, Roy Morgan Research, says:

“This announcement follows a celebration yesterday marking one year of Helix Personas. Digital partners including Mi9’s Tipstone,, Big Mobile and Eyeota, as well as agencies and clients, ‎shared their experiences with Helix. What began as a 'user group' evolved into an ideas fest and party. Three hours after the presentations the discussions were still going strong on the rooftop at Tonic House. 

“This enthusiastic response clearly shows Roy Morgan is now primed at the forefront of a new convergence in market research, where the breadth of big data meets the depth of real-world consumer insights.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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