Colin Wheeler

  • Job Title: AMEC, ESOMAR, MRS, APG
  • Country: United Kingdom
  • City: London


Colin Wheeler is a specialist in in research, insight and communications evaluation. He is Director of Understanding Expertise, offering freelance consultancy utilising 20 years’ experience in agency and client-side roles. He is currently a member of the International Board for AMEC, and a member of the MRS & ESOMAR.

He is also an Associate with The Measurement Practice, a partnership of senior professionals encompassing experience across the marketing and communications sectors.

Colin ran the WE Communications EMEA Insight & Analytics team, providing measurable insight and understanding for client communications activity for over 3 years. Previously he spent 9 years at British Airways specializing in global brand, communications and reputation research. Colin has also worked as an independent consultant with several global market research agencies.

Flexible and approachable, he takes a customised approach to business problems, ensuring the background and context is clear and delivering practical and relevant recommendations and direction.

Areas of Expertise

  • Analytics and ROI
  • Corporate Reputation and Brand Equity
  • Effectiveness measurement on a shoestring
  • How to measure corporate reputation and brand equity
  • How to turn data into insights
  • Increasing desire to more deliberately quantify the impact of communications programs
  • Public Relations Research Measurement and Evaluation
  • Social media and the need for an affordable model Corporate Reputation and Brand Equity
  • Social Media Measurement
  • The Future of PR (data/insights/digital…)
  • The relationship between the agency and the measurement provider
  • The Rise and Rise of Reputation Management
  • The role of measurement in driving employee engagement
  • Using Communications Research to Drive Business Results
  • Why measurement and analytics is important to PR professionals

Personal Contact Details

Company Contact Details

Further Info

Proposed Presentation Titles
  • Why you should care about good evaluation
  • Getting the basics in place for audience insight and communications evaluation
  • Why a single metric approach will mislead
  • Why the context is important and how to understand it