Samantha Toon

Mind Brilliance

Freelance Research Professional


I’ve been a qual/quant researcher for most of my career and work in both areas, with a specialism in bringing together multi-methodology projects in a clear, story-lead way. You can hire me for both, or one or the other!

  • Project design and proposal preparation
  • Research material design
  • Project management
  • Client management
  • Quantitative surveys
  • Working with advanced statistics such as max-diff or Conjoint
  • Ethnography
  • Accompanied shops (online or in-person)
  • Depth interviews (online or in-person)
  • Focus groups (online or in-person)
  • Analysis
  • Report writing
  • Presentations and workshops


I have significant experience with retail and media clients such as:

  • ASDA
  • Boots
  • Sky
  • ITV
  • TalkTalk

My particular skill set is in understanding human behaviour so that companies can design services or communications better. For instance:

  • Understanding the customer journey for selecting a new broadband provider and pin pointing specific moments that could be changed to maximise customer acquisition
  • Evaluating brand values overlap and appeal for different make-up brands to determine whether an own brand structure could be condensed
  • Pre-testing government communications to determine which executions would have the greatest impact on changing public behaviour
  • Evaluating the cereal category to understand how the retailer could work with suppliers to maximise revenue


I’ve been agency side my whole career and was Research Director at Trinity McQueen before I took a career break and then set out on my own. I also teach mindfulness alongside being a researcher and have found this has deepened my skillset when delivering insight.