Tony Lewis

Tony Lewis FCIM, MMRS

Founder & CEO, Vision One Research | Author of Brand Momentum

Tony Lewis is the Founder and CEO of Vision One Research, a specialist Qualitative Research Agency and award-winning UK market research and insight agency he established in 1999. With more than 25 years of experience in market research, marketing and brand strategy, Tony has dedicated his career to understanding people, brands and the factors that drive business growth.

After starting his career in marketing and later holding client-side research and consultancy roles with major organisations including Marks & Spencer, Debenhams and Arcadia Group, Tony brings a valuable combination of commercial, marketing and research expertise. His scientific background, having studied Applied Physics with Electronics at Kingston University, has also shaped his analytical approach and passion for developing new ways of understanding consumer behaviour.

At Vision One, Tony has run hundreds of Focus Groups and countless B2B and consumer brands across a diverse range of sectors and across the globe, helping businesses uncover meaningful consumer insights, understand their customers, strengthen their brands and make better strategic decisions. His particular interests include brand measurement, consumer psychology, behavioural insight and the relationship between marketing effectiveness and sustainable business growth, and of course, all things qualitative!

Tony is also the author of Brand Momentum: The #1 Growth Metric for Every Boardroom, which won the Sales & Marketing category at the 2025 Business Book Awards. The book introduces a new way of thinking about brand health and growth, challenging traditional measures of brand performance and exploring how a brand's momentum can powerfully indicate its future trajectory.

A passionate advocate for innovation in market research, Tony is particularly interested in how the industry can move beyond simply measuring what consumers think and feel today, towards understanding what those insights mean for tomorrow. He believes that research should not simply report findings, but inspire better thinking, challenge convention and help organisations make more confident decisions.

Tony is a Fellow of the Chartered Institute of Marketing (FCIM) and a Certified member of the Market Research Society (CMRS), Association for Qualitative Research (AQR), ESOMAR and LARIA. He is also an occasional conference speaker and contributor to discussions on brands, marketing, research and business growth.