Younger / Hard to Reach Audiences
Much of my experience (in both marketing and insight) focuses on the youth sector. Working with younger audiences requires up-to-the-minute techniques and knowledge of youth culture and tech. Many of these projects have also involved working with hard-to-reach audiences, which requires a great deal of understanding and sensitivity; often the most challenging, yet the most rewarding.
Bridging the gap between the client & the consumer
In recent years I have driven forward approaches that focus on bringing the client and consumer closer together. Experience has taught me that the smaller the gap the greater the insight and engagement from all involved. I also gain satisfaction from taking a step backwards to facilitate client and consumer communication in a more invisible way. I believe success lies in the project design.
Making a real impact
A project may be designed strategically, carried out without a hitch and even reported beautifully, but unless it has actionable impact on the business it is largely worthless. I always focus on providing appropriate and actionable recommendations for my clients, that not only answer their research objectives, but also their overall business objectives. When a client leaves a debrief knowing exactly what steps they need to take, I feel I have done my job well.