Sinead Jefferies
Strategic insight specialist with clientside & agency experience. Flexible & remote working expert.
Services
Consultancy & support for insight businesses (agency & client) to help navigate flexible, remote & hybrid working
Team training & coaching on remote/hybrid team management and maximising performance when working remotely
Running end-to-end research projects for clientside teams
Qual moderation, analysis and full projects
Quant analysis, insight & storytelling
Providing advice on research design and how best to shape a programme of insight
Speciality
I've held senior level roles in both client organisations and within the agency/consultancy world. My expertise is in translating insight into tangible recommendations for action, and being able to engage with senior stakeholders to inspire discussion and action. I have worked across a wide range of sectors including technology, FMCG, financial services, transport and public sector and am as comfortable analysing complex quant data as in immersing myself in a piece of qual.
Background
My background leans towards the agency side, having joined BMRB as a grad, and more recently as a Board Director at Chime Insight & Engagement group and MD of Opinion Leader. This experience has allowed me to develop my technical research skills, starting off as a quant specialist but developing in qual in more recent years. I also spent a period of time as a client, firstly at London Underground and then at Post Office and Royal Mail, with my final role before leaving Royal Mail as Head of Business Intelligence, leading a team of 15 responsible for insight, market intelligence and customer analytics.
In addition to working as a freelance insight expert, I also run Vela, a business I founded in September 2020, where I bring my passion for flexible working to my understanding of the insight industry and provide support through training, consultancy & coaching to allow teams and individuals to be at their best when working remotely or in a hybrid world.
I am also a serving Board member of MRS, and am currently Chair Designate, scheduled to take up the role of Chair in April 2022.