Explain the Market was founded by Guy Shone with an aim to provide expert research more in tune with a fast moving media savvy world. Our research reports and projects combine traditional primary research methods with more experimental techniques. Our range of media services support Research, PR and Marketing teams to communicate powerfully with clients, customers and colleagues.


Meet the team


Guy Shone has been leading global research projects for over 15 years. He is the previous Head of Research for global investments and insurance group Old Mutual Wealth and also the previous Head of Consumer & Market Insight for the Money Advice Service, backed by the UK Government.

In 2013, Guy was nominated as a finalist in the Market Research Society Awards for directing the one of the largest studies ever done into the financial and spending behaviour of families.

In 2015 Guy became the City & Business columnist for the Metro newspaper reaching over 3 million readers every week. He is a business commentator with a truly global reach. Over the last 12 months Guy has provided analysis to a world-wide audience of over 50 million people. He provides insight for many BBC TV & Radio channels. He also explains the market globally through work on channels such as BBC World and Reuters TV.


Peter Richardson, the ex-Chief Operating Officer at Dyson, leads the expansion of the business within the UK and overseas.

Peter Richardson commented “I was delighted to join such an innovative and positively disruptive research business with clear global potential. Guy and his team tick all the boxes as great researchers, but critically they also have real authority at telling stories with data, in a simple and straightforward way. This is actually extremely rare. Guy and I share the same vision for research with more power and less waffle, making a meaningful difference to board room decisions all over the world.”

Peter was previously the Chief Operating Officer of Dyson. He was a Group Board Director and part of the senior Executive team that grew the business from a turnover of £45m to its current position of >£1billion global sales. His previous management roles include global giants Colgate-Palmolive, Coca-Cola and Cadbury Schweppes.


Guy Shone is a top-class business writer. He is excellent at explaining difficult concepts to a mass audience
— Editor-in-Chief | Metro UK
Explain the Market delivered excellent data and helped us tell our story all with minimum fuss
— Commercial Director | Xafinity