Jacinta Ashworth


Ashworth Research, specialist to non-profit sector


I’ve been a specialist freelance researcher to non-profit organisations – charities, professional association and housing associations – for the last 15 years, operating as Ashworth Research.  I’m passionate about using research to help charities further their cause and achieve greater social impact. I work with ‘household name’ charities and smaller organisations.

I have expertise in quantitative and qualitative research with charity supporters, beneficiaries and other stakeholders; as well as desk research and statistical analysis.

Services provided:

  • Research strategy planning – identifiying key insight gaps; desk research; research project design
  • Quantitative surveys – face to face, postal, online: questionnaire design, fieldwork, analysis, reports, presentations
  • Qualitative research – telephone depth interviews, focus groups (f-t-f or online)
  • Statistical techniques e.g. market segmentation through cluster analysis; beneficiary/service user satisfaction through multiple regression key driver analysis.


I specialise in market research to inform charities’:

  • mission, values and strategy
  • branding – measuring awareness and image, vis competitors
  • communications – evaluating appeals, websites, newsletters
  • fundraising –  giving preferences; new product development
  • supporter relations – journeys (recruitment and retention); segmentations; major donors
  • campaigning – developing messages; published evidence for PR and lobbying
  • service delivery and impact evaluation – identifying  beneficiaries’ needs & gaps in service provision; perceptions of service quality and social impact.

I promise practical research insights, delivered with integrity and actionable recommendations to impact your organisation.

I’ll help you to assess your organisation’s current performance, identify ways to do better and decide on new strategic directions.


I have over 20 years’ experience in the market research industry, specialising in quantitative surveys for the public and not-for-profit sectors.

I started my career at leading research agency, BMRB, as a graduate trainee in 1992.  I spent 9 years at the company, rising to Senior Associate Director managing a team of researchers conducting projects ranging from the largest Government social surveys to small budget charity assignments and I enjoyed the very different challenges of both. In 2001, I founded Ashworth Research and since then have been specialising exclusively in research for non-profit organisations.

In 2013 I was appointed as a trustee of Thames Hospice and I sit on their Income Generation and Marketing committee.

I hold the Market Research Society Diploma and am full certified member of the MRS. I’ve presented papers at the NCVO annual conference and have co-authored published reports for various charities.



  • Government, social research, education
  • Minorities
  • Pharmaceuticals & Healthcare

Skills & Services

  • Data Processing & Reporting
  • Qualitative
  • Quantitative
  • Recruitment and Fieldwork
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques