Richard Smith - Cappuccino Research


Qualitative research and analysis. 


Key speciality is understanding customers at a deep, subconscious level, combining experience from using the ZMET technique with behavioural economics theory. By arrangement with Olson Zaltman and BDRC I am licensed to conduct ZMET studies in the UK. 


Early career in research was as a part time freelance B2B interviewer in the late 90s, conducting literally hundreds of F2F interviews. A bit of a drudge at the time, but has later proved invaluable experience. I joined BDRC in 2001 and stayed there for three years, leaving as an RM in 2004 to go and live in Bogota, Colombia. From there I was able to work as a freelance resource both for BDRC and other agencies. I returned to the UK in 2007 and BDRC invited me back as an AD. I then progressed with the agency, developing several very large accounts and focussing on building qualitative capabilities across the company. I was invited to join the Board of BDRC in December 2013. In 2017 I decided it was time for a change of direction and a refocus on my passion, which is finding and developing ways of really understanding how people think and what this means for organisations. 

What sectors do you most often work in?

  • Financial
  • Business to business
  • Industrial, manufacturing & logistics
  • FMCG

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

  • Qualitative
  • Specialist techniques
  • Workshop facilitation
  • International

What regions within the UK do you cover?

  • London/South East England

Which international regions do you cover?

  • Western Europe
  • North America
  • Central/South America
  • Middle East
  • SE Asia
  • Australasia

Apart from English, which languages do you speak fluently?

  • Spanish

Where are your offices in the UK?

  • London/South East England

Where are your offices outside the UK?

  • Central or South America