Andrea Berlowitz

Background

I read Experimental Psychology, which is now called Neuroscience at Oxford and have always been interested in human behaviour and its relationship with cultural norms. After several years in Advertising at Publicis and JWT, I moved into the world of qualitative market research. Founding Leapfrog Research and Planning in 1994 with Judy Taylor was a fantastic experience. We did the lot, qualitative, quantitative, International, Semiotics, ad hoc and continuous and were bought in 2006. In 2010 a move to Bath has meant more consultancy, working with a huge range of businesses and a chance to indulge my love of gardening.

What skills can you bring as a mentor?

Specific research approaches and practices – Brand planning expertise and models – Presentation writing and delivery – Running a business based on people and their intellectual property – Specific, unrivalled expertise

What do you think makes the difference between a good business and a brilliant business?

Clarity of vision and a sense of perspective. Allowing people to be who they are and building on this.

If you had your time again in business, what would you do differently?

Stay small and have had more fun. I was too 80s, too work hard for the sake of it.

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Owner, Tulip Strategies