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Sophie has over 15 years of experience working in the media research industry, heading up insight teams and running a variety of insight and strategy projects for a wide range of clients from FMCG to Automotive. As part of Mindshare’s Futures proposition, Sophie heads up the overall Trends programme at the agency, orchestrating their yearly Trends report and ensuring trends are at the forefront of Mindshare’s thinking. Much of her time is spent talking to consumers about the latest new thing and running specialist workshops with clients throughout the year, adapting and applying the Trends to their businesses.