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Rachael Walton


Qualitative researcher; sustainability passion, helping non profits thrive


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. I'm experiencing and providing qualitative research in the virtual world - facilitating online, and happy and comfortable doing so (focus groups in real-time, depth interviews).

  • Moderating group discussions
  • Moderating depth interviews
  • Online moderation
  • Writing research proposals
  • Literature reviews
  • Undertaking analysis
  • Writing reports, editing and proof-reading

I provide a professional, thorough, trustworthy and consistent service; with a thirst for truly valuable insight. Transparent and fair pricing. And the benefit of my growing experience of virtual research.


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 (with a masters in Responsible Tourism Management)

-   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, living in North Wales.

Through working with ‘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’.

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

Certified Status of the Market Research Society (CMRS).

A volunteer for Sported; a nationwide charity with a focus on sport and communities & young people.

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.