Crusader and pioneer of Shopper marketing, Siemon Scamell-Katz was the founder in 1991 of ID Magasin, the international shopper strategy consultancy. Acquired in 2006 by TNS he became Global Innovation Director of TNS Retail and Shopper.
One of the First
The Practitioner of Shopper Research
Siemon was one of the very first practitioners of shopper research, being the first in the world to conduct eye-tracking in-store, to research shopper behaviour in Virtual Reality and to conduct shopper marketing fMRI and eye tracking studies. Importantly it is through work with the leading global brands and retailers, using a combination of shopper research, global insight and strategic consultancy that he believes he has delivered most.
The Art of Shopping
Author of the best-selling book
Scamell-Katz is the author of “The Art of Shopping”, one of the world’s most powerful books on shopper behaviour.
On a good day, Siemon Scamell-Katz can be quite amusing, so he’s a popular speaker and commentator on the shopper and shopper-based business. He is enthusiastic, nay passionate, when it comes to embedding shopper insight and using it to drive strategy. He’s also pretty keen on his kids, art and cricket: the order varies sometimes.