Ian Hayes

Rootstock Insight


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.

Industry sectors:

  • 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

Key Clients:            

Fidelity, Barclays, Audi, Red Tractor, Reckitt and Colman, Olympic Park, Wizzair

Freelance planner and market researcher 2005 to 2011

Key Clients:            

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

Key Clients:            

Norwich Union Healthcare, Cadbury Schweppes, Diageo, Thames Water, DeVere,.

Main achievements:

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

Key Clients:

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

Key Clients:

Bass Brewers, Cussons, Ross Youngs, Yardley Lentheric

Main achievements:

Conception and launch of Caffrey’s Irish Ale.


  • Advertising & Media
  • Automotive
  • Business to business
  • Charities & Not-for-profit
  • Entertainment, leisure & travel
  • Financial
  • FMCG
  • Grey market
  • Industrial, manufacturing & logistics
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Ethnography
  • International
  • Qualitative
  • Workshop facilitation