Rachael Walton

Professional freelance qualitative researcher

A qualitative research specialist.


Professional qualitative research support for research agencies, consultants and marketing agencies. Based in North Wales with easy access to Liverpool, Chester, Manchester. Happy to travel.

  • 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’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

  • Qualitative