Alex Charlton

True Stories Ltd


Senior, freelance insight + planning consultant, specialising in media, tech and telco.


Practically-speaking, although I have a fairly rounded skillset (that includes managing multinational  quant + qual studies), my day-to-day research specialism is more on the qualitative/ ethnographic side, e.g. designing approaches, writing proposals, writing discussion guides, moderating depth interviews and focus groups, building and moderating online communities (using Recollective), and, of course, analysing the data and debriefing the findings. In addition, I also consult with clients and research agencies, based on my extensive experience of researching the world(s) of media, tech and telco.


Most of my career has been spent designing, managing and executing research projects for clients such as the Advertising Association, the BBC, Carat, Channel 4, Discovery Networks International, Fox, Freeview, ITV, Liberty Global, Microsoft, Netflix, Ofcom, Sky, Reach, Telefonica, Thinkbox, Twitter, Viacom… and many others. As such, I have spent a lot of time exploring (and seeking to understand) consumer relationships with brands, media, technology and advertising in the digital age.


Having only recently become a freelancer (January 2021), my career has largely been spent at the two market research agencies that I co-founded and managed between 2005 and 2020: Essential Research and Craft.


  • Advertising & Media
  • Business to business
  • Entertainment, leisure & travel
  • Government, social research, education
  • IT (inc Ecommerce)

Skills & Services

  • Ethnography
  • International
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Video/audio services
  • Desk Research