Gabrielle Ackroyd - Ethnographer and Qualitative Researcher


Throughout my career and with my training as an Anthropologist, I've specialised in using all forms of ethnographic methods (in-situ interviewing, observation, participant observation). 

Alongside this though, with 12 years qualitative experience, I’m skilled across qualitative methods: all types of interviews, focus groups & workshops, online tasks & online moderation, as well as semiotic analysis. 


I'm close to completing a part-time PhD in Anthropology/Material Culture in mortages and house loss in the Republic of Ireland. Before this, I spent 8 years working in London-based research agencies, most recently at Truth Consulting. 

Completing fieldwork for my PhD research led me to Dublin, where I'm now based, but I'm frequently found working in the UK and internationally. 

I'm particularly enthusiastic about applying the in-depth knowledge gained during my PhD to projects focused on personal finances and material culture and consumption in the home. However, I'll always enjoy the variety of working across a range of topics - recent projects on cars, skincare, health campaigns and retail. 

What sectors do you most often work in?

  • Financial
  • FMCG
  • Retail
  • Automotive
  • Entertainment, leisure & travel
  • Advertising & Media

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

  • Ethnography
  • Qualitative

What regions within the UK do you cover?

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

Which international regions do you cover?

  • Western Europe
  • Scandinavia
  • North America
  • Central/South America
  • SE Asia

Where are your offices in the UK?

  • Northern England

Where are your offices outside the UK?

  • Republic of Ireland