Lucy Davison

Founder and CEO

Keen as Mustard Marketing

Lucy is an award-winning marketing expert with over 30 years’ experience. Driven by the desire to put consumer insights at the heart of organisations, she founded Keen as Mustard for clients in data, research and insight. The team works with global companies such as Flora, Coca-Cola, Adobe, and Purina to help them get impact and influence. It also helps agencies like System1, InsightsNow and tech companies like Forsta and Zappi become famous. Lucy has written for The Financial Times, The Independent, Marketing, Marketing Week and Retail Week, also judged the Market Research Awards, helped launch the Design Effectiveness Awards and is a current judge of the AQR Awards. Awarded a Fellowship of the MRS in 2023, Lucy was elected to the Council (Board) of Esomar in 2018 and again in 2025. She is also on the board of The ESOMAR Foundation, the charitable arm of Esomar. She is a sought-after presenter and keynote speaker.