Kevin McLean

Wardle McLean


qualitative research consultancy


I started working in research in 1986 after writing to Mary Goodyear of Market Behaviour Ltd about chocolate biscuits.

Six months after starting with MBL I was on a plane to Abidjan thinking, ‘this is the best job in the world’.

It still is.

I moved to Strategic Research Group in 1989 to work with Roddy Glen and Barry Ross on advertising research and I stayed so long that I became MD.

I set up Wardle McLean with Judith Wardle in 1996.

Wardle McLean is a qualitative brand and communications research consultancy with a behavioural flavour.

Our blog is

We see our job as having good conversations with the right people to help our clients make the best decisions. We work in the space between what matters to people and what matters to our clients.

Outside work I am a Community Photographer, a part-time cyclist and a full-time dad. I live in Hackney, north east London.


  • Advertising & Media
  • Agriculture Veterinary & Environment
  • Automotive
  • Business to business
  • Children & Youth
  • Consumer durables
  • Entertainment, leisure & travel
  • Financial
  • FMCG
  • Government, social research, education
  • Grey market
  • Industrial, manufacturing & logistics
  • IT (inc Ecommerce)
  • Minorities
  • Pharmaceuticals & Healthcare
  • Retail
  • Utilities

Skills & Services

  • Ethnography
  • International
  • Online/Mobile
  • Qualitative
  • Workshop facilitation