Judy Bartkowiak

Judy Bartkowiak is fortunate to have trained with two of the most famous names in Market Research: Dr Liz Nelson, the founder of Taylor Nelson (now TNS) one of the largest Market Research companies in the world and Bill Schlackman the founding father of Motivational Research in the UK (now called Qualitative Research). She combined this training with an HND in Business Studies from Brighton University and a Post Graduate Diploma in Market Research.

Judy ran a Montessori School while her children were young and so enjoyed it that when she returned to full time work she set up Kids Brands Europe www.kids-brands.com a Market Research Consultancy specialising in research in the children’s market. Her clients have included:  Zapf Creations, Woolworths, Aardman Animations, LEGO, VTech, Little Tikes, Mattel, Entertainment Rights, Marks and Spencer, ITV and Woolworth’s. Having completed her Masters Dissertation (MA International Marketing) in Brand Equity she was drawn to Brand Licensing and has become an authority on Children’s Licensed Properties. Her book ‘Secrets of Success in Brand Licensing’ is published by MX Publishing and is available in both English and Chinese. She has spoken at Kidscreen (US), AQR (Lisbon),  Brand Licensing Show Seminar (London) , LIMA Seminar,  Advertising Festival (Paris) Kiddie Marketing (Madrid) and The Media Trust.   Judy combines running Kids Brands Europe with writing books on Market Research, NLP (Neuro Linguistic Programming) and Children’s Fiction (JudyBee). She has four children with her cycling-mad husband Edward and they live in Burnham, Buckinghamshire with their dog and hens.


Q: What is the best advice you’ve ever been given?
A: My Dad advised me to choose a career that I would enjoy. An unusual piece of advice perhaps from a Chartered Accountant but I did. I chose Market Research and have found it a constant source of delight and stimulation.

Q: What is the most underrated skill in business?
A: Having fun. If you are doing the job you love, clients are attracted to you and you don’t have to go touting for business.

Q: What is your top tip for success?
A: Get plenty of exercise because sitting at a screen day in day out will drive you nuts!

Books by Judy Bartkowiak in this series

Market Research in a Week: Teach Yourself