Phil Palfrey

Associate Director

Phil is highly experienced in using respondent level viewing data to inform clients and guide strategy. He has led a wide range of projects, from promo campaign analyses, to understanding viewer journeys and quantifying the repeatability of programmes. Many of his projects have involved advising on specialist, sport and news content, and innovating bespoke methodologies to adapt to the unique challenges and opportunities presented by these networks. More recently, Phil has worked with TRP Codex data to help clients deeply understand emerging market trends and evolving SVOD viewer behaviour.

“The idea that I should trust my eyes more than the stats, I don’t buy that because I’ve seen magicians pull rabbits out of hats and I know that the rabbit’s not in there.”

– Billy Beane