GQR London brings the firm’s world-leading insights for campaigns, communications, and reputation to our clients across Europe. We combine practical advice and extensive experience with cutting-edge research methodologies and strategic frameworks to help clients deeply understand the world they live in and make successful decisions.

We work with leading companies, campaigning organizations, and politicians to develop and execute strategies that move audiences. Our advice has helped one of the world’s leading management consulting firms to refine its approach to reputation management worldwide; some of the biggest British utilities, to navigate political challenges and tough customer announcements; and leading UK charities, to develop successful campaigns on issues from international aid to medical research. For over two decades, we worked with the UK Labour party, most recently for the party’s 2015 General Election campaign.

The London office is a centre for GQR’s corporate work, collaborating with practice leaders across the world to develop deep insights and strategic communications advice. The office is led by Peter McLeod, who brings 12 years of experience in corporate reputation research and strategy, covering industries from mining to consumer goods to transport to education to professional services. Peter previously worked for global stakeholder insight firm GlobeScan, where he helped establish its San Francisco office after several years building up its London presence.

Peter has global experience spanning corporates, non-profits and politics. He advises clients on reputation, brand, campaigns and issues management, using a full range of research tools from elite in-depth interviews to multi-country quantitative public opinion polls.

Starting in 2013 Peter has been a key figure in GQRR’s London office and is now its director. He joined GQRR following seven years with GlobeScan, experts in reputation, brand and sustainability research. During that time he spent two years in San Francisco, helping to establish the company’s presence on the US west coast.

Peter has a BSc in Physics from Edinburgh University, and an MSc in Comparative Politics from the London School of Economics.