Rachael Walton

Professional freelance qualitative researcher

A consummate qualitative research specialist. Virtual research: confident, comfortable, curious


Professional qualitative research support for research agencies, consultants, charities and not for profit organisations, and marketing agencies. Based in North Wales with easy access to Liverpool, Chester, Manchester. Happy to travel. And in the virtual world – experienced in facilitating online research and happy and comfortable doing so (focus groups in real-time, depth interviews).

  • Moderating group discussions
  • Moderating depth interviews
  • Running workshops
  • Conducting online moderation
  • Writing research proposals
  • Undertaking analysis
  • Writing reports, editing and proof-reading

I provide a professional, thorough, trustworthy and consistent service; with a thirst for truely valuable insight. Transparent and fair pricing.


A passion for sustainability, with expertise in;

–   Charity sector and not for profit e.g. animals, healthcare, youth, overseas. A mix of stakeholder engagement, and donor and supporter activities

–   Tourism

–   Branding and communications

–   Retail

–   Automotive

I live in North Wales. I’m learning to speak Welsh so couldn’t possibly moderate in Welsh. However, living in Wales and being a part of the local community means I can contribute meaningfully to the Welsh context and narrative.


I’m a first-class qualitative researcher with twenty five years’ consumer understanding.

Through working with a range of different ‘not for profit organisations’ and those in the commercial world, I have extensive experience and a depth of understanding of the ‘not for profit sector’ and the differences (& similarities) between this sector and the ‘for profit market’. My experience spans working with research agencies, communication agencies, marketing and advertising agencies, and directly with the ‘not for profit’ organisations themselves.

I have a passion for Responsible Tourism and have a MSC in Responsible Tourism Management (Merit).

Certified Status of the Market Research Society (CMRS) and a member of the AQR (Association of qualitative researchers).

Previously; co-founder and owner of Skyrocket research agency, senior consultant at ideas+visions automotive research, senior consultant at Discovery Research, associate director Pegram Walters International (now Synovate), SRE at Millward Brown.


  • Automotive
  • Charities & Not-for-profit
  • Entertainment, leisure & travel
  • Government, social research, education
  • Retail

Skills & Services

  • Ethnography
  • Online/Mobile
  • Qualitative