< Find a research consultant

Elaine Morris

Curious Edge


Qual Freelancing | Consumer insight and strategic consultancy to SMEs | Training in market research techniques and story telling | Executive coaching and mentoring | Organisational development and leadership programmes


Sector experience

Retail - Grocery


Food & Drink

Hospitality & Leisure




Non-profit & Public Services

ESG – Environmental, Social, and Governance

Focus areas

Market landscape & understanding

Product Development

Proposition Testing

Customer & User Experience

Strategic Consulting

Executive Coaching

Research Skills and Leadership Training


Focus groups | Depth interviews

Accompanied shops and surfs


Ethnography | Self-ethnography

Diary tasks

Discussion rooms

Strategic planning

Client and customer workshops

Market landscaping | Trend mapping

Desk research | Executive summaries

Research training programmes


I'm a new business start up called 'Curious Edge'. The business will combine my extensive research experience with my love of coaching practice and principles. I hope to work with other inspiring independent researchers and be a resource to SMEs who need direction but don't have big research budgets or teams!

My research experience spans over 20 years, working with Public Sector and Corporate clients. Many of these years have been spent in senior clientside roles within large retail organisations including Hallmark and ASDA. My experience includes understanding customer and category behaviour, facilitating range development and reviews, innovation and strategic planning, and marketing management.

I am also a qualified Executive, Leadership and Career Coach and Mentor (ILM Level 7). I coach business leaders who feel a bit stuck or overwhelmed in their current role, want to enhance their performance, or realise career and/or business potential.