Kate Siddall - KS Insight Ltd - Qualitative Consultant


Services

I have over 15 years of agency research experience and fully understand the value of a good freelancer. Working at Director level I have a wealth of knowledge and experience which has equipped me with the necessary skills to provide a responsive, relevant and professional research resource for my clients. 

I am highly experienced in a vast range of qualitative research methodologies having worked with a strong mix of organisations, retailers, brands and public sector services. 

Support can be provided in just one element of a project such as set up or moderation, through to full service project management, analysis and reporting.

I offer an extremely flexible, reliable and high quality service.

Speciality

Over the past 5 years I have specialised in the child, youth and family research market, managing a huge range of qualitative projects including international studies.

I also have a vast amount of experience within the consumer (retail & FMCG) market and public sector, with an array of audience types including medical professionals, teachers and businesses.

I am highly experienced in all qualitative methodologies including; 

  • Groups, workshops, depths (individual, paired, triads, telephone), intercepts, accompanied visits, ethnography and observations
  • Designing, setting up, recruiting, managing and the moderation of online qualitative communities.

Some of my areas of specialism include;

  • Concept/product/pack & communications development and testing
  • Customer experience; decision making processes and customer journeys
  • Usage and attitudinal studies
  • Media usage & attitudes.

Background

Director Platypus Research 2011 – 2016

Over the past 5 years I have specialised in the child, youth and family research market, managing a huge range of qualitative projects including international studies. I worked on some really exciting projects such as; a global product development strategy for a kids ice cream portfolio, expanding an adult news magazine brand into the kids’ market, development of a licensed kids ready meals range, understanding media consumption of young people & development of a kids’ lunch box product from concept to launch.

Associate Director Quaestor / Optimisa 2003 – 2010

I worked in the consumer (retail & FMCG) team, with an array of brands and audience types. Projects included; greeting card U&A, development and testing of a new paint range, review of a home shopping loyalty programme & a brand review for a hotel chain.

Senior Research Manager RBA Research 2000 – 2003

My key focus was public sector clients and stakeholders such as teachers, medical professionals, students and employers. Projects included; managing citizens panels for Warwickshire & Ealing Councils, understanding the drinking behaviour of women in Barnsley, exploring university decision making & improving council services.


What sectors do you most often work in?

  • Children & Youth
  • FMCG
  • Government, social research, education
  • Consumer durables

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

  • Qualitative
  • Quantitative
  • Online/Mobile
  • Ethnography
  • Data Processing & Reporting
  • Workshop facilitation

What regions within the UK do you cover?

  • Northern England
  • English Midlands
  • London/South East England

Where are your offices in the UK?

  • Northern England