Iona Carter

Tracer Ltd.,



Working directly for clients and as freelance support for agencies (especially, though not exclusively those in need of specialist shopper and retail research support), I offer qualitative, quantitative, ethnographic and observational approaches in their many guises – traditional and new.  In addition,  I offer secondary professional services, including:

desk research to extract more insight from exisiting data (clients & agencies)

shopper insight training (clients and agencies)

blog writing (agencies)

proposal  development support (agencies)

Freelance consultancy services for primary research range from full project management (from design to delivery) through to peeling off various tasks e.g. questionnaire / discussion guide writing, analysis / report prep. in order to support a busy project team.


An industry leading expert in developing and applying shopper and retail insights, with strong skills in intertwining qualitative and quantitative approaches (old and new) to create strong project designs.  Respected by colleagues and clients alike for tenacity, rigour and an unfailing willingness to challenge norms in order to get the best result.


Over 25 years experience in the research industry, working agency side.  The last 13 years have been spent as a Director of Shoppercentric Ltd., a specialist shopper insight agency with whom I still work as a freelancer.  Prior to that I worked at Research International Ltd., with duties evolving from overseeing major continuous tracking programmes for high street retailers (brand, cust sat, advertising) to ultimately becoming Global Practice Lead for Shopper and Category Management research, working alongside other WPP agencies to deliver best in class shopper and retail programmes..



  • Consumer durables
  • FMCG
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Ethnography
  • Online/Mobile
  • Qualitative
  • Quantitative