Fourteen years ago, while working at TNS Media Intelligence (now part of Kantar/WPP) I started their PR analysis service. I saw a future in the discipline and the team grew, working for The England and Wales Cricket Board, Benson and Hedges/Silk Cut, PricewaterhouseCoopers, Siemens, The Meat & Livestock Commission, MOD and Turner Broadcasting.

Then in 2005 I started Media Evaluation Research. I came to the view that genuine insights come from being immersed in the conversation and not from being part of a large team. This is never more relevant than when measuring social media. Much of it is loud-and-clear and other parts subtle, too subtle to be based around a big group of analysts handing over the data from one to another or arbitrated by a computer.

My aim has always been accurate insights, and that is why we are small.

Of possible relevance is having Diplomas from the Chartered Institute Marketing and the Chartered Institute of Public Relations and being one of their Accredited Practitioners. I co-founder of Measurement Camp, an initiative lead by PR, digital and market researchers to establish best practice for online measurement. I have been a judge for the CIPR's Excellence & PRide Awards for the past couple of years. Michael is also a independent PR consultant.