Mark Hadfield is the founder of Meet the 85%, an ethnographic research consultancy that sits at the intersection of journalism, ethnography and documentary filmmaking. Since launching in 2023, he has travelled tens of thousands of miles, chatting to hundreds of people in every corner of the UK to understand their everyday lives, thoughts and beliefs. A 'reality first, brand second' approach to human-led insight.

Prior to this, Mark spent over 15 years as a Brand Strategist, working in London, across the UK and across Asia for agencies including Iris, ENGINE, Weapon7/BBDO, Southpaw and Cravens. At Iris, he was Regional Head of Planning for APAC, leading teams across the region and working on Samsung, Guinness, Philips and Shell.