Ted Utoft

After completing degrees in Journalism and Theatre, Ted ventured to China to work on the China Daily, China’s official English-language daily newspaper and later at a luxury lifestyle and design publication in both Beijing and Shanghai.

What was meant to be 1 year in China turned into 13 years in Asia, when Ted next ventured to Singapore and entered the market research industry with Flamingo.

Soon after he broke off on his own with a small research and consulting practice that later joined forces with Asian Strategies, focusing on B2B, luxury and travel destination research and consulting.

Ted then took a break from consumer insight and co-founded Korla, an interior textile company that satisfied his creative leanings and gave him a taste of start-up life.

In 2013 Ted joined PRS IN VIVO and led the qualitative practice for Asia Pacific. He then joined the London team in 2017 driving business with clients looking to learn more about shopper behaviour and nudging.

At last count, he has lead research initiatives in over 25 countries. Ted helped to launch the UK Nudge Unit in 2019 and serves as Vice President from our BVA Nudge London office.