Joanne Smithson

Smithson Qualitative Research

Qualitative Research Specialist


An experienced qualitative specialist providing skilled moderation, analysis and report writing, I am happy to manage your research project throughout or to get involved at any point in the research process as a member of your project team.  I work regularly with UK clients and international research teams as their UK qualitative expert and moderator.


I draw on a wide range of qualitative approaches and techniques to ensure your research is carried out thoughtfully and creatively so that the outcome is insightful and productive, with a focus on providing actionable research findings.


So if you are looking for a professional, versatile and personable research partner I would love to hear from you.



I am experienced in all qualitative methodologies from traditional focus groups, in-depth interviews, telephone interviews and accompanied shop-alongs to ethnographic, deliberative and behavioural research.


Highly intuitive and empathetic, I work well with consumers from all backgrounds. I constantly adapt my approach to get the most out of any research scenario. I work effectively with younger, older and vulnerable target groups.


Sector experience includes FMCG, Retail, Utilities, Automotive, Social & Environmental Research, Veterinary, Children & Youth, including B2C and B2B.



With over 20 years research experience I established my career initially with research agencies, Questel Qualitative Studies, Market Behaviour Ltd and PHT.  Since then I have worked as an independent consultant providing freelance research on an ad hoc basis, often as an ongoing research partner.  I have also worked in interim positions for Tangible Branding and Sundance.

My experience includes UK and international research crossing cultural boundaries, which reflects my background in modern languages and social science.  Following an early career as a teacher I also enjoy applying skills learned there in research with children and young people.

I am a Member of MRS


  • Agriculture Veterinary & Environment
  • Business to business
  • Children & Youth
  • Consumer durables
  • FMCG
  • Government, social research, education
  • Retail
  • Utilities

Skills & Services

  • Ethnography
  • International
  • Qualitative