Nanda Marchant

added insight - qualitative specialists


I offer qual research that goes beyond 'he said, she said' to deliver meaningful, practical insights


I’m a qualitative research consultant with over 20 years experience as a research buyer, user and practitioner, having worked both agency and clientside. I like to bring research to life, obtaining deep insights that help companies in their decision-making, rather than providing thick dusty reports.  I offer the full range of qualitative services including:

  • Research design
  • Project management
  • Fieldwork: focus group moderation, assisted shopping trips, online surfs, depth interviews, etc
  • Analysis, interpretation and reporting (Powerpoint design or Word documents)
  • Presentation of findings and strategic recommendations


Although I have covered a myriad of topics and audiences, I have particular qualitative expertise in the following:

  • Shopper/FMCG – consumer studies for brands such as Walls, Nestle, Ferrero, Kinder, Kraft, Unilever, SAB Miller, J&J, Sainsbury’s, SC Johnson and Google among others, both in-store, (using eye-tracking where relevant) and in-home
  • Finance – another area of deep expertise.  I’ve handled projects for most of the blue chip names such as  HSBC, HBOS, Tesco Bank, Lloyds, Standard Life, Zurich, Avelo, CII, FCA, etc, interviewing consumers, business owners, HNWIs and IFAs
  • Public sector – many projects for the likes of OFT, DWP, UKPS, HMRC. NAO, LGO, Carbon Trust and Cambridge Council

… and everything else from chocolate refining and intellectual property to embarrassing skin conditions and alzheimers!  The trick is to ask the right questions, in the right way, at the right time, and to interpret the answers skilfully.

I am also one of only a few UK consultants trained in ZMET, a deep dive qualitative research technique pioneered by Gerald Zaltman of Harvard Business School, aimed at going beyond what people say to gather deeper insights into what they really mean. Offered via projects for BDRC Continental, the only agency licenced to offer this specialism in the UK.

I’m Midlands based, so Birmingham, Nottingham, Leicester, Coventry and Milton Keynes are all within easy reach, plus am happy to travel to London, Manchester and further as required.  I have also conducted several international studies and speak excellent French and some Spanish.


I trained at a London research agency, followed by 7 years at Barclays Group in research, marketing and advertising roles, hence particular strength in financial projects. I have been a successful independent research consultant for nearly 20 years.


  • Business to business
  • Financial
  • FMCG

Skills & Services

  • Data Processing & Reporting
  • Ethnography
  • Qualitative
  • Workshop facilitation