Roy Langmaid

Roy is one of Europe's leading consumer psychologists. In a long career, his books and prize-winning papers testify to his leadership in both techniques and innovation. Starting as a qualitative researcher in the 1970s, Roy provided the insights that initiated ground-breaking changes in positioning for national brands like Lucozade, Persil and Guinness.

Since founding Promise in 2003, Roy has turned his attention to social projects on topics such as voting, domestic violence and human rights. Most recently, his work has uncovered insights into our relationship with the state and a new perspective on what it is to be British in the new millennium.

Roy is one of the early pioneers of co-creation and is the driving force behind Big Talk. He is passionate about new ways of conducting dialogue with customers and bringing them together with staff to discover and invent. Among many others, these processes have been used successfully by British Airways, BUPA, Singapore Airlines, Jumeirah and Heathrow Airport Terminal 5. They have led to innovation programmes and positioning and strategy development across the travel, hospitality, online and financial sectors.

Roy is a trained psychologist and psychotherapist whose passions include running, music and all things Italian.