Tony Lewis
Tony Lewis
Market Research Leader & Brand Expert
At the heart of Vision One, Tony Lewis brings decades of expertise in market research, marketing, and brand strategy. Known for his positive and collaborative approach, he works closely with clients at every stage of their journey — uncovering insights that drive real momentum and lasting business growth.
Tony is also the author of the acclaimed book Brand Momentum, an award-winning exploration of the science behind building brands that thrive over the long term.
His Story
Prior to setting up Vision One Research 25 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 five years, this was followed by roles at Allied Lyons, First Choice Holidays and the fashion group Arcadia Group. Tony spent several years as a research consultant at Marks & Spencer, Debenhams, and the Arcadia Group.
Tony is a member of the MRS, AQR, ESOMAR and LARIA. He has spoken at numerous conferences, and his real passion is developing new ideas, finding better ways to make a difference, and helping companies make better decisions. Tony is also a Fellow (FCIM) of the Chartered Institute of Marketing, the institute’s highest accolade.
Here are a few links to learn more about Brand Momentum or visit his Linktree.
Experience and Expertise
Here are just a few of the 500+ brands and organisations that Tony has helped at Vision One over his 25 years since setting up the company.
Check out our many case studies for further information.
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
The 501 Originals
Exploring behaviours and opinions amongst sustainability practices throughout UK & US
Tony is involved across many areas of Vision One from initial client chemistry meetings to reporting research findings and consultancy.
Brand Momentum by Tony Lewis
He is the author of Brand Momentum—The #1 Growth Metric for Every Boardroom, which recently won the Best Business Book Awards 2025 in the Sales and Marketing category.
The book is for disruptors, game-changers and visionaries. It’s essential reading for the C-suite, marketers, and anyone interested in brand building and business growth. It will show you new ways to grow and improve business sales, built on experience, science and research.
Brand Momentum dispels a few myths along the way, too. It’s also for market researchers and anyone involved in brand evaluation and tracking. The book focuses on helping you create a roadmap for brand health, more effective marketing, and long-term success.
LATEST NEWS: Brand Momentum wins Business Book Awards 2025 in the Sales and Marketing category
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!
When not at work, talking about Brand Momentum 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 for the terminally ill.
There are many trends we have highlighted, but I see the key things being..,
- Digital brands will continue to threaten markets
- Implementing and understanding the role of AI
- Brand Trust will become even more important in the digital world.
- The digital and real worlds will continue to blur (especially for retail)
- GenZ comes of age, and the Alpha Generation emerges
I think I have always been focused on the future and leaning into new ideas, however unusual! Research and insight require the ability to adapt and see new opportunities, along with new ways of thinking which can help brands grow. Over the years, I have accumulated a wealth of human understanding relating to brands, communications and how businesses grow, which I believe provides real value to our clients.
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.
