Idea Friendly Research

I have over 25 years of experience working in the planning and research industry. This experience includes three years in product R&D, six years spent as a digital planner at Tribal DDB and eight years as an ATL planner at Fallon.

My main passion has always been to create great ideas. And I have been lucky enough to work on some truly great ones including Sony BRAVIA and Glass and a Half Full Productions (as well as many other less famous examples). I am passionate about these great ideas because they all had a transformative effect on the clients business.

I set up X marks the spot over 10 years ago because I was frustrated by the way that the qual research industry is fixated on the wrong thing. They do not keep their eyes on the prize: a great emotionally powerful creative idea that can fundamentally change a brands fortunes. So X marks the spot is an idea development specialist research agency with a different approach, one that focuses on developing the emotional quality of product, brand and creative ideas in order to help clients develop a truly great idea that transforms their business.

Tom Goodwin, Founder