Alison Johnstone

Alison Johnstone

Market Researcher with 18 years’ experience working with agencies and major clients


  • Depth interviewing, face-to-face and telephone
  • Group moderation, online and in-person
  • Usability research
  • Quant design & Implementation (experienced with Snap, ConfirmIt, Decipher & SurveyToGo)
  • Quant analysis & Reporting


  • Freelance researcher with 18 years’ experience working for full-service research agencies and with major clients.
  • Moderation using both ‘traditional’ (F2F, telephone depths, home/office immersions, groups) and digital methodologies (online, mobile, remote video conferencing). Quantitative design, implementation and analysis. Data visualisation skills combined with storytelling reporting.
  • Ability to connect with a broad range of audiences: High Net Worth/C-Suite executives; Employees; Students/Youth; Vulnerable audiences; and ESL & BAME groups. Specialist in marcomms and branding, attitudes and usage, creative/new product development, and copy/product testing.


  • Freelance (Nov 2019-present)
  • RS Consulting Ltd (2014-2019): Research Manager, B2B & Consumer qual/quant projects
  • Student Loans Company Ltd (2012-2014): Customer Insight, Usability Testing
  • Culture Sparks (2012): Audience Development in Scotland
  • JCDecaux (2011): Data Analysis
  • ESL teaching in South America (2009/10)
  • BBC (2002-2008): Media Planning, Audience Research


  • Advertising & Media
  • Business to business
  • Consumer durables
  • Financial
  • FMCG

Skills & Services

  • Data Processing & Reporting
  • Qualitative
  • Quantitative