Sharon Powell

Unpicked Ltd

Qualitative Researcher and Brand strategist. Unpicking knotty problems.


I’ll manage every aspect of a research project, including proposal writing, research design, moderation, analysis and debriefs. I also work flexibly and can collaborate with existing teams.

Experience includes:

  • Methodology: focus groups, ethnography, user experience testing – both online and face to face.
  • Types: Creative, advertising, branding positioning, brand identity, packaging, innovation, UX testing, customer journeys

I also design and lead larger co-creation workshops that enable clients to work directly with their customers to solve brand challenges.



In my experience, the best research does more than provide an answer to a specific research question, it also takes into account the context in which it’s been commissioned. In other words, the reality and ambitions of the client’s business.

I draw on own my experience working client-side, and in agencies to work collaboratively with clients to understand their research objectives and their wider marketing and business challenges. Doing so means the research is designed to help solve the right problems in the right way. After research, I’ll work with clients to transform the results into a strategy and embed them in the business.

Having been a planner and strategist in branding and advertising and worked on award-winning campaigns, I have a particular skill in knowing what is needed to ensure great ideas fly.

More recently I have started exploring the use of behavioural economics and neuroscience to better understand peoples responses.


A lifelong fascination with why people do what they do has led to over 20 years working in brand strategy and insight with a career touching on many parts of the industry. This has given me perspective on what it takes to find insights and then work with organisations to use those insights in marketing, branding and comms strategies.

I’ve had a wide-ranging career, which began client-side at P&G before moving into the world of advertising, becoming a planner at Leo Burnett and then MCBD and Elvis and giving me experience in both broadcast and integrated comms. I also worked as a brand strategist at design agencies Identica, Wham and Lewis Moberly, as well as in shopper marketing at Saatchi & Saatchi X.

I then moved more directly into the world of research, working at C Space, where I worked on both face-to-face and online research communities as well as working with clients on co-creation and facilitating workshops to embed insights.

My experience includes FMCG, Tech, Telecoms, Retail, Health & Beauty, Entertainment & leisure


  • Advertising & Media
  • Consumer durables
  • FMCG
  • Grey market
  • Retail

Skills & Services

  • Ethnography
  • Mystery shopping
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Recruitment and Fieldwork
  • Research venue/studio hire
  • Secondary Research (data mining, desk research, web analysis)
  • Workshop facilitation
  • Desk Research