Sam Clough

Divergent Strategy and Insight

Families, Kids and Gen Z Qualitative & Digital Expert


I provide qualtiative research and faciliation and particularly love NPD, concept development as well as exploratory research.

I can be bolted into to your team to moderate a group or run the entire project to deliver strategic analysis of the findings.

When faciilitating I often integrate techniqes from my work as a forest school leader to ensure that participants Think like a Child which helps unlock creativtiy, sparking better ideas.


I specialise in kids marketing and insight.  I am as passionate about understanding kids, teens and their parents as I am about connecting brands with this complex demographic.

A seasoned digital and face to face qualitative researcher and facilitator I uncover real insight to help brands communicate effectively with kids and parents.

I work with families, children, young people and adults to shape innovation and strategy for many major kids’ brands in the toy, entertainment, FMCG and media industries both in the UK and internationally.

I also have a keen interest in the educational sector as a school governor and forest school teacher, helping children learn how to take risks and build self esteem.

My 360 view of kids and families in both the commercial and real world enables me to deliver grounded and inspiring solutions for a broad range of clients.


With nearly 25 years in qualiatitve research I am an experienced moderator and facilitator, I pride myself on making sure what is uncovered is translated into real insight that impacts on my clients business.

I have spent the last 17 years specialising in the kids and family sector, both agency and client side. For the last 3 years I have worked closely with a digital media company and have a unique blend of traditional and digital skills and an in-depth view of the digital lives of children growing up today.


  • Advertising & Media
  • Children & Youth
  • FMCG

Skills & Services

  • Ethnography
  • Qualitative
  • Workshop facilitation