Kevin McLean - Wardle McLean


I started working in research in 1986 after writing to Mary Goodyear of Market Behaviour Ltd about chocolate biscuits. 

Six months after starting with MBL I was on a plane to Abidjan thinking, 'this is the best job in the world'.

It still is.

I moved to Strategic Research Group in 1989 to work with Roddy Glen and Barry Ross on advertising research and I stayed so long that I became MD.

I set up Wardle McLean with Judith Wardle in 1996. 

Wardle McLean is a qualitative brand and communications research consultancy with a behavioural flavour.

Our blog is  

We see our job as having good conversations with the right people to help our clients make the best decisions. We work in the space between what matters to people and what matters to our clients.

Outside work I am a Community Photographer, a part-time cyclist and a full-time dad. I live in Hackney, north east London.

What sectors do you most often work in?

  • Advertising & Media
  • FMCG
  • Entertainment, leisure & travel
  • Business to business
  • Charities & Not-for-profit
  • Financial
  • Government, social research, education
  • Retail
  • Utilities
  • Pharmaceuticals & Healthcare
  • Children & Youth
  • Grey market
  • Consumer durables
  • Automotive
  • Agriculture Veterinary & Environment
  • IT (inc Ecommerce)
  • Minorities
  • Industrial, manufacturing & logistics

What are the main types of research/research specialisms you conduct most often?

  • Qualitative
  • Workshop facilitation
  • Ethnography
  • International
  • Online/Mobile

What regions within the UK do you cover?

  • London/South East England
  • English Midlands
  • Northern England
  • South West England
  • N. Ireland
  • Scotland
  • Wales

Which international regions do you cover?

  • Western Europe
  • SE Asia
  • Japan
  • China
  • India/Pakistan/Bangladesh/Sri Lanka
  • Central/South America
  • North America
  • Africa
  • Middle East
  • Eastern Europe
  • Australasia

Apart from English, which languages do you speak fluently?

  • French

Where are your offices in the UK?

  • London/South East England