Freya Rowson
Qualitative Insights & Behaviour Change consultant, FR Insights
Overview
I am a qualitative researcher with 11+ years experience translating complex insight into compelling narratives and actionable strategy. My work is powered by behavioural science, with a focus on driving positive social impact across health, education, sustainability and sport.
Services
I run projects from foundational review (expert & stakeholder interviews, literature & cultural reviews, hypotheses development), through fieldwork (qualitative, mixed method), to delivery (reports, presentations, workshops).
My experience spans qualitative methodologies, including IDIs, groups, intercepts, online communities, behavioural journey mapping, co-creation, and a particular passion for ethnography (in-home and digital). I often work in mixed-methods teams, integrating quantitative rigour with qualitative depth, and leverage AI without replacing critical human thinking.
I bring applied Behavioural Science expertise across core frameworks (COM-B, B=MAP, context model, habit loop) and a host of principles. I can support wider conversations through BeSci consultancy and workshops.
I’ve partnered with public and private sectors clients to address a range of strategic challenges, including behaviour change, brand strategy and communications development, audience understanding and segmentation, behavioural journey mapping, customer experience, programme evaluation and learning, and user-centred design. This spans UK and international research, engaging audiences from different backgrounds and life stages, and navigating complex and sensitive topics.
I offer end to end project delivery, as well as freelance support on specific elements of a project on behalf of agencies or end clients. I am known to seamlessly slot into teams with a collaborative, calm and organised approach.
About
Both professionally and personally, sport is my passion area. I have a host of experience developing programmes, environments and communications to drive engagement and participation in sport. More personally, as a Level 1 netball coach and ex-professional athlete, a goal of mine is to support everyone – especially women and girls – to find their place in sport and build a healthy relationship with physical activity from a young age.
