Sue Gledhill - Qualitative Research Consultant and Moderator


An experienced qualitative researcher offering research and consultancy in any aspect of project work from proposal writing through to project management, moderation, analysis and reporting.

I am skilled in UK and multi country project management, analysis and reporting and experienced in face-to-face moderation and fieldwork (groups, depths, accompanied shops, in-home, in studio) and on-line moderation plus ethnographical and deliberative research. I have worked across a broad range of sectors, especially consumer products, consumer services, retail and shopper, travel, social research and charities.




I have specialised in qualitative research for over 20 years and am experienced in all traditional methods and enjoy new creative techniques to dig deeper.

I am passionate about gaining insight into people's behaviour and perceptions of the world around them and exploring how services and brands can evolve and build relationships with users. I enjoy collaborating with clients and agencies to develop strategies which embrace the opportunities and challenges in the market place.



I fine tuned my skills at some of the industry's big global players and smaller boutique agencies. Most recently I was Qualitative Director in GfK's Market Opportunity and Innovation sector.

I had a short stint training and working as a teacher, achieving full QTS. I have also participated for many years in voluntary youth work and mentoring young adults.

What sectors do you most often work in?

  • FMCG
  • Entertainment, leisure & travel
  • Retail
  • Charities & Not-for-profit
  • Government, social research, education
  • Consumer durables
  • Utilities

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

  • Qualitative
  • Ethnography

Where are your offices in the UK?

  • London/South East England