Ctrl-Shift is a market analyst and consulting business that helps organisations understand the implications and embrace the opportunities arising from the emerging personal information economy. We help clients understand market trends, identify and size market opportunities, lead innovation and change programmes (such as the UK’s midata initiative).
Ctrl-Shift was founded in 2009 by a management team with long experience in personal data and consumer trends and passionate about the opportunities created by the control shift. We have a variety of analysts and consultants, all of whom have senior industry experience. Across the team we have firsthand experience of digital marketing, multi-channel and ebusiness, CRM, customer insight and customer centric strategies, technologies and processes.
Liz has over 20 years business experience in the public, private and 3rd sector across multiple disciplines including CRM, digital media, customer service design and strategic marketing with one underpinning drive, to improve service for the individual.
Alan has spent the last 20 years researching, writing about and commenting on consumer, market and marketing trends: as editor of Marketing magazine, as marketing correspondent for The Times, as a contributor to the Financial Times and columnist for Marketing Week and Brand Strategy.
Business development director
Chris joined Ctrl-Shift in February 2012 as business development director. He has over 20 years’ experience in helping organisations harness technology and align their processes, systems and people to deliver products and services to consumers in the most agile way.
Marketing and communications director
Claire leads for Ctrl-Shift where there a need for expert marketing communications, stakeholder and programme management. She has been a member of the team since 2009.
David is an experienced leader of consulting and technology services businesses - both public and private. Strongly customer and sales focused, David has experience in building start-up enterprises into successful consulting brands - his previous business, Charteris Ltd, growing to become one of the top 40 management consulting businesses in the UK.
Reuben joined Ctrl-Shift as Research Intern in May 2012. He is a researcher and consultant specialising in Personal Data. Reuben is also undertaking a PhD exploring how individuals can understand, control and benefit from their Personal Data.
Ruth is a results focused programme manager and strategy consultant, who has delivered creative and effective solutions for a range of public and private sector clients. Ruth specialises in new service design and the innovative use of digital channels.
A First Class Honours graduate in Mathematics, Operational Research, Statistics and Economics from The University of Warwick, Ray has extensive cross sector experience, from internal planning/consultancy at Thorn Emi and Courage to external consultancy at Deloitte, Haskins & Sells.
Marketing communications coordinator
Alice joined Ctrl-Shift in January 2013. She has an MA in Visual Culture and experience in social media, marketing communications and market research analysis.
Clare McKitrick joined Ctrl-shift as a consultant in 2013. She specialises in digital innovation and service design helping organisations re-invent their services for the Internet age.
Oscar is an experienced analyst and business consultant. Oscar specialises in helping organisations use information more effectively to improve their performance and generate valuable insights for innovation.
Ian has over 25 years experience in IT working across the Telco, Banking, Utility and Retail Sectors. Ian combines a unique mix of technical experience and know-how, alongside strong communication and business consultancy skills and is at the forefront of speaking and delivering agility into large organisations.
Jamie is Senior Consultant at Ctrl Shift, specialising in proposition development, innovation strategy and research, project management and organisation change.
What is the control shift?
The control shift is a series of interconnected shifts in the relationship between individuals and organisations. Different aspects of this control shift include:
- The organisation as manager of customer data to individuals managing their own data.
- Information as a tool in the hands of the organisation to information as a tool in the hands of the individual.
- Individuals as consumers of information/content to individuals as producers of information about themselves (the rise of VPI or Volunteered Personal Information).
- Companies managing their relationships with customers (CRM) to customers managing their relationships with suppliers (VRM or Vendor Relationship Management).
- Brands sending messages to target audiences to individuals signaling intentions to buy to markets/suppliers.
- Data about individuals being dispersed across dozens of different organisational silos to individuals acting as the natural point of integration of information about their own lives.
- Privacy as a policy laid down by the organisation to privacy as a personal setting, specified by the individual.
- Metrics focusing on the organisation’s KPIs to metrics focusing on the individual’s KPIs.