Claire Spencer

Cranfield School of Management

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Claire Spencer

Visiting Fellow

B Soc. Sci (Hons) CAM Diploma in Advertising

Claire Spencer


  • Communications evaluation
  • Brand research
  • Social research

Claire is a Visiting Fellow in Marketing and is Chief Executive and founder of i to i research, a research consultancy specialising in insights and measurement around how people interact with brand communications. Previous to this, Claire worked in advertising and ran her own Public Relations consultancy.

Over her 25 year career, Claire has been involved in some of the most high profile communication campaigns including the privatisation of British Telecom and London’s bid to hold the 2012 Olympics.

Claire set up i to i research in 2001 and has advised a number of global corporations such as, Philips and Pfizer, NGOs/charities and governments on how to optimise their communication effectiveness.

In 2005 Claire was invited by the London 2012 Olympic Bid team to provide the research that proved instrumental in showing public support for London hosting the games. The case study is featured in ‘Marketing’ the Oxford University Press textbook on marketing co-authored by Dr Paul Baines.

Claire was a contributor to the latest seminal work on communications effectiveness, “Datamine.03 New Models of Marketing Effectiveness”; published jointly by the Institute of Practitioners in Advertising and the World Advertising Research Centre in 2011 it casts new light on channel integration. As well as her work evaluating brand campaigns, she also works in conflict countries around the world which includes extensive travel. Recent countries include Afghanistan and Sudan.

Claire is a Fellow of the Chartered Institute of Public Relations (CIPR) and a Chartered Communications Practitioner.

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