Danny Sims


Research Team

Photo of Danny Sims

After graduating with a 2:1 BSc in Sociology and Social Psychology, Danny started his market research career in London (1995) at Business Planning & Research International (BPRI). He then moved to the North and took a job with Business & Market Research (B&MR). Finally, before setting up DJS Research Ltd, he worked in the IT industry with a company called Armstrong Laing (cost management software providers).

Danny set up DJS Research as sole trader working from his spare room in 2001. After the birth of his first child, DJS upgraded to an office in the garden (or a shed as friends sometimes joke!). Since 2001, Danny has helped the company to organically grow every year (including the past 11 years which have been double digit growth). It now has a turnover over £5 million with over 100 permanent and temporary staff.

Danny has day to day responsibility for running the company and helping to drive the future ambitions for further growth and development. He is also still involved in managing research projects, including most recently working for clients very close to his heart: Leicester City Football Club and Welsh Rugby Union.

Danny is an experienced qualitative and quantitative researcher and in the past, has conducted research with a range of clients. In particular, he has extensive experience of working within the public sector (education, local councils and Central Government). Some highlights have included:

  • Presenting analysis to the Secretary of State for Education
  • Conducting depth interviews at No. 10 Downing Street
  • Conducting depth interviews at the Houses of Parliament

He has strong experience in conducting customer satisfaction and public perception surveys within a number of industry sectors (private and public sector) and holds an individual membership with ESOMAR - the world association for market, social and opinion research.

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