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Jacinta Ashworth

Research Consultant, Ashworth Research

Overview

I have 30 years' experience in the market and social research industry. I have been a successful independent researcher, for over 20 years (since 2001), specialising in providing both quantitative and qualitative research to charities and other non-profit organisations.

Services

I've been a specialist freelance researcher to non-profit organisations for over 20 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.  Research projects are typically around fundraising and stakeholder engagement (with donors, campaigners, volunteers and potential supporters), or around generating insights to inform strategy or campaigning (with service users or target beneficiaries).

Services provided:

  • Research strategy planning - identifying key insight gaps; desk research; research project design
  • Quantitative surveys - online, postal, face-to-face: questionnaire design, fieldwork, analysis, reports, presentations
  • Qualitative research - telephone depth interviews, focus groups (f-t-f or online), thematic analysis and reporting
  • Desk research - collating what's known on a topic before embarking on more research
  • Statistical techniques e.g. market segmentation through cluster analysis; service user satisfaction through key driver analysis.

I sometimes work with other freelancers to best meet the needs of the assignment.

Example projects include:  tracking charity brand awareness,  testing propositions for new fundraising products or campaigns, measuring supporter engagement/satisfaction, informing redesign of legacy brochure,  understanding major donors' motivations, measuring visitor satisfaction with a tourist attraction, assessing charity's impact of membership or service offering.

About

I have over 30 years' experience in the market and social research industry, specialising in quantitative and qualitative research for the not-for-profit and public sectors.

I started my career at leading research agency, BMRB (now Kantar Public), 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 in research for non-profit organisations.

I hold a first class Honours degree and the Market Research Society Diploma and am a full certified member of the MRS. I've presented papers at the NCVO annual conference and  co-authored published reports for various charities.

From 2013 - 2021 I served as a trustee of Thames Hospice, sitting on their Income Generation and Marketing committee, and helping oversee the charity through a period of rapid expansion including building a new state-of-the-art hospice.

In my free time I enjoy hiking, gardening, cycling, skiing and travelling.

Always happy to chat and discuss your research ideas and how I can help!

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