Tony Lewis ID Card Vision One

Tony Lewis

CEO & Founder

At the heart of Vision One, Tony’s scientific approach and wealth of experience  combine to create powerful new insights which inspire business leaders around the world.

Tony’s Story

Prior to setting up Vision One Research 20 years ago, Tony’s background was in the sciences – having studied Applied Physics with Electronics at Kingston University.

Tony started his career in marketing at Royal and Sun Alliance. After 5 years, this was followed by roles at Allied Lyons, First Choice Holidays and the fashion group Arcadia Group.

Tony also spent several years as a research consultant at both Marks&Spencer, Debenhams and again at the Arcadia Group.

His passion for research continues to burn bright and today specialises in brands, strategy and qualitative Research. Alongside Vision One’s Head of Qualitative Research  Charl Baird, Tony works on many of Vision One’s qualitative projects in addition to our brand tracking team and our high-tech neuro-marketing unit called the ARU.

In recent years, Tony has been developing Vision One’s latest and innovative research tool called BrandVision. An extremely powerful brand equity and tracking approach is making waves with clients at present and changing the way brands think about their brands and develop their strategies.

Tony Lewis CEO Vision One

Experience and Expertise

Here are just a few of the 500+ brands and organisations that Tony has helped at Vision One over his 23 years since setting up the company. Check out our many case studies for further information.

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Machines Need Love!

Developing and refining a new and successful laundry care product for European Markets

Sleeping Tight

Helping Silentnight become one of the UK’s most trusted brands

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The 501 Originals

Exploring behaviours and opinions amongst sustainability practices throughout UK & US

Tony's Areas of Expertise

Tony is involved across many areas of Vision One from initial client chemistry meetings to reporting research findings and consultancy.

A Professional by Day

Tony is a member of the MRSAQRESOMAR and LARIA. He has talked at numerous conferences, his real passion is for developing new ideas and finding new and better ways to make a difference and helping companies make better decisions.

Most recently, Tony has been involved in the creation of a new specialist research unit called the ARU (Advanced Research Unit) designed to innovate and tackle the most challenging research projects, including; Eye-tracking, Biometrics, System 1 techniques such as IRT and IAT just to name a few.

Tony is also a Fellow (FCIM)s  of the Chartered Institute of Marketing  – the highest accolade that the institute can award a person.

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Recent Interview

Mollie Hannigan, our Digital Marketing Executive recently sat down with Tony over a cup of coffee to better understand what makes him tick. The first question she asked was…

“So what attracted you to a career in Market Research?”

“Well, I like to think that I fell into research because I knew how to use a computer at a time when no one else did. But in all honesty, it was probably decided much before that when I used to go along and watch my mum conduct research product tests and interviews when I was a child… so a big “Thanks Mum!”.

Read the full
Q&A interview with Tony

Away from work

When not at work or listening to podcasts whilst driving to his next meeting or Focus Group, Tony can often be found walking around the UK, from Cornwall to the Lake District fells with his family, playing golf, reading marketing books or watching films.

He’s particularly partial to crime dramas and ‘whodunnit’ books and programmes to test his deductive skills and is still a big fan of Agatha Christie and Sherlock Holmes.

Tony likes to remain active, and last year he led the team walk up Snowdon on behalf of Marie Curie – a cancer charity and the terminally ill.

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Get In Touch With Tony

Always keen to learn more about new approaches or to hear from new clients and their research challenges, please feel free to get in touch. You can also book a 15-minute meeting if you have any research you wish to discuss.

Email Vision One

You can email me on

Phone Vision One

Give me a call 0203 693 3150

Book a Quick Meeting with Tony

If you would like to have a quick chat about any research requirements then please feel free to book a meeting.

No sales calls please – you need to complete the form on the Contact Us page.

Latest News

Keep up to date with the latest news from Vision One.

BrandVision – Brand Strategy and Brand Health Measurement

Understanding where your brand sits in the mind of the customer is essential for brand owners looking to develop/improve their brand strategy. Vision One’s BrandVision provides the most meaningful brand health and brand equity measurement tool (ever!). BrandVision is a measurement tool that allows brands to fully understand how customers see brands within a market […]

The Brand Momentum Story – A Brief Introduction