Karen Elton

Elton Research


Qualitative & Quantitative research


In depth practical experience in both qualitative and quantitative techniques (from videography and eye tracking to  stakeholder workshops and quantitative surveys)- and how to combine multiple techniques to test out particular hypotheses & to provide a richer picture of the issue under investigation.  Working in partnership with agencies and directly for clients. Sector experience spans the private and not for profit sectors, but with particular emphasis on financial services, business to business services, education, and arts/culture.

Particularly interested in Impact & Evaluation studies, Customer/Employee engagement, NPD, and social & consumer trends.


Impact & evaluation studies; Video ethnography; Depth interviews with hard to reach groups; Education & the Arts


Over 20 years of market research experience gained in full service agencies such as BMRB and TNS, as Head of Research at strategic marketing consultancy The Henley Centre (5 years), as Director of Research at Experian Future Foundation (3 years) and since 2009 as an independent researcher.


  • Advertising & Media
  • Business to business
  • Charities & Not-for-profit
  • Consumer durables
  • Entertainment, leisure & travel
  • Financial
  • FMCG
  • Government, social research, education
  • Grey market
  • Minorities
  • Retail

Skills & Services

  • Ethnography
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques
  • Video/audio services
  • Workshop facilitation