Celia Callus

Nutcracker Research

Qualitative and Quantitative Market Research


End-to-end qualitative and quantitative project design and delivery using standard methodologies:

  • Group moderation (online and offline)
  • Depth interviewing, including one-to-ones, pairs or triads (online and offline)
  • Online, telephone or face-to-face surveys
  • Online forums, bulletin boards


Multi-country consumer and B2B research; financial services; citizen safety and emergency services; membership organisations and charities;


Celia Callus has 20 years’ experience in the market research industry. Before setting up Nutcracker Research six years ago, Celia worked at director-level within established market research agencies in London and outside of the UK leading often high-investment projects within both domestic and international markets across Europe, Africa, the Americas and the Asia-Pacific region.

Amongst the various high-profile clients and brand names, Celia has worked with one can find: HSBC,  the National Health Service (UK), The UK Financial Conduct Authority, SAGE publishers, the Institution for Engineering and Technology, the Chartered Insurers Institute, Legal & General, RBS, Royal Mail, Motorola, Pearson, Boots, the British Medical Journal, NatWest, Scottish Widows, the Institute of Chartered Accountants in England and Wales, Tesco, EE and O2

After setting up her own independent agency, Celia pursued  her passion foraudience engagement research and in spite of being a relatively young company, she has, via her agency, Nutcracker Research, already worked on several multi-country projects across four continents.

As testament to Nutcracker’s expertise, the agency has, for the past three years, been the lead market research agency on a number of large-scale (€3million or more) research and development programmes for the EU Commission. Over the past two years, the agency led by Celia, has carried out market research amongst EU citizens to contribute to projects on privacy, citizen safety, surveillance and human rights in the frame of the technological innovation. Some of these projects in the public domain are; CITYCoP (Citizens Interaction Technologies Yield Community Policing); CARISMAND (Culture And RISkmanagement in Man-made And Natural Disasters), SIIP (Speaker Identification Integrated Project) and TURNkey (Towards more Earthquake-resilient Urban Societies through a Multi-sensory-based Information System enabling Earthquake-forecasting)

While audience engagement is a consistent focus, the client objectives around this vary widely; from academic publishing to continuing professional development training to police security apps and direct-to-consumer online investing.

Nutcracker’s mission is to achieve the highest levels of user engagement for the client’s product, service or brand by understanding the synergy between user requirements, their immediate context and existing cultural influencers. The end deliverables are clear and directional recommendations on how the proposition may be developed and communicated to ensure relevance and consideration and to encourage maximum take-up amongst the target audiences. both within domestic and global contexts.

Celia is a fully Certified Member of the UK Market Research Society (CMRS) and a member of the Independent Consultants Group (http://theicg.co.uk/). She holds a Bachelor’s degree in Communications and a Master’s degree in Integrated Marketing Communications


  • Advertising & Media
  • Business to business
  • Financial
  • FMCG
  • Government, social research, education
  • Grey market
  • Pharmaceuticals & Healthcare

Skills & Services

  • International
  • Qualitative
  • Quantitative