Qualitative Market Research
Qualitative B2B and B2C qualitative research groups and depths.
Creative Workshop facilitation to generate:
- New product and service ideas.
- New brand positionings.
- Customer segments.
- Customer experiences.
Vox pop creation.
Identifying and agreeing:
- Brand definitions.
- Product and service development blueprints.
- The creation of differentiated but practical new brand and product concepts.
- Developing rather than killing new ideas through constructive and sensitive research.
- Clear and practical definition of corporate and product brands and brand names.
- Financial services: the attitudes and behaviours of IFAs and the customer view of Treating Customers Fairly. Customer comprehension of key financial products and communication. Attitudes and behaviours of High Net Worth customers.
- Country branding for VisitEngland, Northern Ireland Tourist Board, Namibia.
- Identifying and bringing to life key tourism visitor segments.
- Hotels branding and customer experience.
- Attitudes to food and food labelling.
- Gaming for non gamers.
- The mainstream definition of wellbeing.
- Fairness in the media.
- Male skincare
Founder - Rootstock Insight July 2020 to date
Research Partner - Gravity 2011 to date
Fidelity, Barclays, Audi, Red Tractor, Reckitt and Colman, Olympic Park, Wizzair
Freelance planner and market researcher 2005 to 2011
L&G, AXA, RBS, Nintendo, Travelodge, Red Tractor, Denplan, Fidelity.
Research & Planning Director - Corporate Edge 1996 – 2005
- Research and Planning Director: 2000 – 2005
- Board Director: 2000 – 2005
- Planning Consultant – 1996-2000
Norwich Union Healthcare, Cadbury Schweppes, Diageo, Thames Water, DeVere,.
Creation of Cadbury’s Heroes, pan Asian innovation strategy for Dove
Key client support:
Brand and product innovation, portfolio strategy, consumer planning and research
Senior Planner - Bainsfair Sharkey Trott 1995-6
Michelin, Thomas Cook, Air Miles, Tomy
Key client support:
Writing creative briefs and creative strategies, monitoring advertising effectiveness
Project Director - CIA Conzept 1990-5
- Project Director: 1994-6
- Marketing Consultant: 1992-4
- Market analyst: 1990-2
Bass Brewers, Cussons, Ross Youngs, Yardley Lentheric
Conception and launch of Caffrey’s Irish Ale.