Alison Burrell - Spark


Highly experienced qualitative research consultant: 25 years’ experience working with blue chip brands and companies.  Founding partner of Spark Qualitative Research Ltd.

Skilled at sensitively unpicking and clarifying strategic problems and using the power of insightful thinking and strong moderating skills to unlock deep insights and deliver powerful presentations that shape and change business performance.

Expertise in all qualitative methodologies, including focus groups, depths, customer closeness, co-creation, etc.


Passionate about talking to people from all walks of life and uncovering what matters to them: this is as true of business leaders in a workshop or brainstorm as it is of consumers discussing choice of brands

Particularly skilled in personal health care and highly sensitive subjects including:  teen body image; feminine hygiene; eating patterns; chronic illness; pregnancy and baby care; sexual health; obesity; attitudes to ageing; dental health; eye sight, eye conditions and sight loss; adult incontinence.


17 years as co-founder of Spark Qualitative Research Ltd.

8 years qualitative agency side for 3 leading independent agencies at Director and Associate Director level

6 years research & insight client side for Johnson & Johnson and CPC (now part of Unilever) 

What sectors do you most often work in?

  • FMCG
  • Retail
  • Charities & Not-for-profit
  • Business to business
  • Children & Youth
  • Grey market

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

  • Qualitative
  • Specialist techniques
  • Quantitative
  • Ethnography

What regions within the UK do you cover?

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

Where are your offices in the UK?

  • London/South East England