Measure the space is good advice for sofa-buying, and DFS chief marketing officer Helen Normoyle champions research and measurement as the tools that will convince bosses of the effectiveness of her strategies. DFS plucked Normoyle from her job as BBC director of marketing and audiences to strengthen emotional engagement with customers, with the endgame being a more premium perception. It’s paying off – sales are up 7.4 per cent to £670.8m.