Hamish McPharlin

Director of Research

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Hamish is Director of Research at Decipher.

He directs Decipher's team of researchers, and has conducted projects into usability, media consumption, interface design, and ad effectiveness with many of the UK's broadcasters, agencies, and platforms. Hamish has a bachelor of Marketing and the Media with First Class Honours, and has completed a PHD in interactive media research.

Hamish has worked in media and emerging technologies since 2000, and joined Decipher in 2007. His passion for research began at university when he designed and filmed a children's interactive TV show for his Honours degree. Sitting cross-legged on classroom floors and seeing kids enjoying and interacting with the show was the start of his obsession with understanding media audiences.

Aware of the widening gap between traditional research methodologies and the rapid development of media, Hamish continues to develop innovative research tools that maximise on the changing terrain. Examples of this include Decipher's iQ tool; a method of embedding TV services into an online survey, and OCAT; a campaign assessment tool for pre-roll PCVOD advertising.

Hamish has received a Gold Award for 'Best Research Project' at the 2011 IAB Europe Awards for a Sky Ad Effectiveness study in 2010. He has also received a Silver award in the category 'Best Use of Research' at the 2008 MediaWeek Awards for the project 'Digital Drive'; a 9 month study that investigated the future of the digital home.

With clients such as Sky, Virgin Media, Freesat, BBC, Seesaw, Yahoo!, ITV, Channel 4, Disney, Warner Brothers, IAB, Zenith, Google, Thinkbox, and Viacom, Hamish's research has contributed significantly to the industry's understanding of consumer audiences.