Maria Boyle



Qualitative research specialist in consumer and customer insight.


I am a very experienced Qualitative Market Research Director and Consultant.

I have proven ability working across consumer, specialist and business-to-business sectors for a variety of clients and agencies in the UK and internationally, and experienced in leading a project and coordinating across teams or adding value as a qualitative research consultant and moderator.

Particular skills are understanding specific target audiences, brand positioning, communication and advertising development and evaluation. As a highly experienced moderator I am first-rate at building empathy with different audiences, whether it be face-to-face, telephone or online. Also an excellent communicator, presenter and workshop facilitator I offer clients a flexible approach,

Also very experienced in working with teams from other disciplines, such as integrating findings with quantitative research results and other research disciplines. Although a ‘qualie’ I am very comfortable around numbers and hard data.

I lived and worked in Hong Kong and Kuala Lumpur for two years, have Irish and Swedish parentage and travelled extensively which means I have a global outlook that appreciates differences in cultures and across target audiences. I am also an expert in Applied Colour Psychology as an accredited colourist which brings an extra dimension to brand, packaging and logo developments and evaluations across all areas of activation.

Ultimately I bring applied curiosity, creativity, and enthusiasm with an adaptable and positive attitide to deliver insightful and actionable findings.



  • Expert qualitative market researcher and consultant across consumer, specialist and business to business for UK & International projects
  • Excellent moderator and facilitator with almost twenty years of experience
    • Group discussions
    • Individual Depth Interviews
    • Telephone interviews
    • On-line research, e.g. communities/ bulletin boards
    • Ethnographic services
    • Observations
    • Accompanied shops
    • Intercepts
    • Home visits
    • Workshop facilitator
  • Consultant in applied colour psychology


Since 2001 Maria has specialised in qualitative research and consultancy mostly in ad-hoc projects. Initially a director at Sadek Wynberg Millward Brown she has been freelancing since 2007.

Prior to this, Maria was 15 years working in various Advertising and Media Independent agencies such as Leo Burnet and Initiative Media in London, Banbury, Hong Kong and Kuala Lumpur in communication planning and strategy which means that she really understands brand issues and is very experienced working with clients across different markets and delivering against their individuals needs.

Maria has a BSc (Hons) degree in Geography with Environmental Science, a First Class Post Graduate Diploma in Advertising, a First Class BA (Hons) degree in Design Crafts, and a Colour Affects System Diploma in Applied Colour Psychology which means that she has broad range of skills and understanding with proven ability across both rational and creative fields.

Widely travelled, incurably curious and interested in understanding people and delivering actionable insights, Maria is experienced across many clients, sectors, and markets.


  • Advertising & Media
  • Business to business
  • Consumer durables
  • Entertainment, leisure & travel
  • FMCG
  • Grey market
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Business services for market researchers
  • Ethnography
  • International
  • Mystery shopping
  • Online/Mobile
  • Qualitative
  • Specialist techniques
  • Workshop facilitation