Sheila Byfield

Global Director of Insights MindShare Worldwide

Sheila Byfield  Sheila got into the media business after a year in Barcelona and six months in Greece and Turkey, because she wanted to earn enough money to keep travelling. That was 37 years ago, 16 of which have been with WPP. Based in London, she is now Global Director of Insights for MindShare Worldwide, with responsibility for industry and proprietary research.

Sheila is the architect of MindShare's global proprietary surveys such as 3D, MindSet and Connections, our revolutionary channel planning system. She has also carried out extensive study into new technology and its adoption and effects in different societies around the world. As well as being a frequent public speaker and publishing widely, she is chair of the European Association of Communications Agencies Media Research Working Party. She also sits on a number of international media committees and is a visiting Research Fellow of the University of Leeds, where she lectures on media matters.

Sheila can't wait for the arrival of a flexible electronic reading tablet that will hold newspapers, novels and publications all in one place and that can accompany her on her many travels.

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