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Roseann Smith

Research Director, Otter Insights


With over 25 years of qualitative research experience, Roseann at Otter Insights offers freelance partnership support to both agencies and clients.


Roseann can offer freelance support to agencies and clients across all aspects of qualitative research.

  • Client management
  • Project management
  • Fieldwork
  • Analysis
  • Reporting writing
  • Proposal writing
  • De-brief/workshop delivery


Roseann graduated with a degree in psychology and business management in 1995.  Her research experience spans over 25 years having worked both agency and client side for Asda and NBrown.  Naturally inquisitive, Roseann is highly experienced in managing qualitative research projects, delivering impactful insight to clients .  A hands-on researcher she is involved in all stages of a project including fieldwork moderation, working with a variety of participants including senior stakeholders, children and vulnerable people .  She also has a passion for utilising filming methodologies to generate and deliver compelling insight stories.  Across her career she has worked across a variety of sectors with particular expertise in retail, fmcg, education and charities.

Outside of work, Roseann is an avid reader, loves singing and long walks in the Yorkshire Dales near to where she lives.