Abby Jones
Managing Director, People Tree Research
Overview
Strategically focused research in strategy, brand, communications, advertising and design, customer journey, visitor experience, social policy, people and organisations and community development.
Expertise in children and families, education, museums, hard to reach audiences, charity, ESG, FMCG, retail and media.
Services
I enjoy delivering projects for my own brand People Tree Research, where I collaborate with some amazing associates who share my passion to work on meaningful projects that make a difference. My background is qual, but I often deliver qual/quant projects alongside Janice Guy of Jungle Green. I also continue to freelance, particularly with kids’ specialists at Family Kids and Youth and Sherbert Research.
In all I do, I am motivated to make meaningful connections with people.
People Tree’s promise is to deliver, people-centred strategic insight, to connect with human emotion to help create brand loyalty. Our partnership approach with our clients across the whole project journey leads to strategic outputs that allow them to evolve their thinking and to take confident action, revealing the roadmaps to sustainable success.
In my freelance work I care about the people I work with, the process of how we work together, the quality of the outputs we produce and the social aspect of working together.
I can deliver full qual projects or play a more supporting role. I enjoy both.
About
Now based in Hove, I learnt my qual trade in London in the late nineties! During my 25-year career, I have worked as qualitative directors at RDSi and Sherbert Research and as head of research at C&E Advisory – a business and society consultancy. My work has been published in The Journal of Consumer Policy and on behalf of the Dept of Education, Dept of Health, and Ofcom.
I have delivered insight to a broad range of global brands, (Levis, Vodafone, Nokia, BP), government departments (DfE, Home Office, Dept of Health) and charities (Samaritans, Macmillan Cancer Support and Save the Children). I launched People Tree in 2010.
I enjoy working with other kids’ experts in the area of child and family policy, informing the strategy and delivery of government depts and child focused charities and organisations.
I have an intricate understanding of the education sector, the national curriculum and the running of schools gained through my research for DfE and through my role as Co-Chair of governors at West Hove Infants School, one of the largest Infants schools in the UK.
