Caroline Southard

The Creative Connection


Qualitative Researcher | Service Designer | Customer Experience Consultant


Qualitative Research:  in-depth interviews| pairs | triads | focus groups | observations in-situ| semiotics.    Consultancy:  service design | proposition development | customer experience | workshops.     All aspects of qualitative research projects included from start to finish e.g. briefing, recruitment (with outsourced partner), all materials drafted, all fieldwork undertaken by me, analysis and high quality visual presentation, face to face or online debrief with end client, work in friendly, open manner and make myself available to clients throughout and after the project is finished.  Call me for informal chat about how I can help.


I specialise in qualitative research.   The rich, actionable insight and consultancy I provide has informed advertising, brand and campaign development, service design, new propositions, customer experience and new product design.   I undertake in-depth interviews, pairs, triads, focus groups, workshops and semiotics.     I have a qualitative style that enables me to understand people very deeply and quickly, making it an efficient use of time spent.  I join the dots of insight at a deep level rapidly, partly because I connect speedily with respondents and partly because I have a strong business background which is focused on objectives, outcomes and commercials for end clients.  


I have over 20 years experience as a qualitative researcher, service design and customer experience consultant.  Industries I have worked in include:   Banking|Publishing|Events|Charitable Sector|Science and Medical    High profile clients include:   JP Morgan|HSBC|Lloyds TSB|RBS|L&G|Swindon Building Society| New Scientist|Elsevier|Variety|Farmers Weekly| BTO|Help Musicians   I also freelance for advertising agencies.


  • Advertising & Media
  • Business to business
  • Charities & Not-for-profit
  • Entertainment, leisure & travel
  • Financial
  • Grey market
  • Utilities

Skills & Services

  • Online/Mobile
  • Qualitative
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques
  • Workshop facilitation
  • Desk Research