Toby Collins

I C research

Insight led marketing consultant, at IC Research.


I develop bespoke research solutions using the full range of qualitative and quantitative methodologies, offering both full service or support on individual elements of a study.  Methodologies I use include:

  • Qualitative: focus groups, depth interviews, co-creation sessions, accompanied surfs/shops, online communities, ethnographic or observational research including broadcast quality filming
  • Quantitative: Interviews conducted online, face to face, by telephone, or on mobile devices, and can conduct advanced analysis (including trade-off, segmentation, key driver, product or pricing optimisation, brand equity & market mapping)

The business model is designed to keep overheads low, by working with the best recruitment, fieldwork or technology partners for each project, based on quality and price.


I help businesses manage change to achieve their commercial objectives.

Generating or reacting to change is at the heart of all business activity, either the implement an internally generated change or reacting to the commercial environment. Through identifying commercially actionable insight, communicating it effectively to different stakeholder audiences and in formats that are designed to be easily incorporated into company processes, I help businesses to develop and implement commercial change strategies to meet their business objectives.

This is achieved by developing bespoke research solutions, using the most appropriate qualitative or quantitative methodology informed by behavioural science, to provide a future-facing answer to client questions.

I have generated insight for many leading brands, manufacturers and marketing agencies, with extensive experience in:

  • Market investigation and profiling, usage and attitude, NPD and product/service optimisation, advertising & brand development and evaluation, website evaluation, CRM strategy and loyalty programme development, sales process, purchase journey mapping, and customer satisfaction
  • Industry specialisms include: Automotive, insurance, hospitality, consumer durables & telecoms


In 25 years of generating insight, I have conducted work in a variety of sectors across the globe while working for research agencies, advertising agencies or end client organisations at national and international levels.

  • Agencies: FDS, Research International, Cognition/DVL Smith, Spring, IC research
  • Client-side: Renault UK, Nissan GB, Nissan Europe, AXA, AOL, Whirlpool Italia (secondment)
  • Ad agency: TBWA

Some of the brands and agencies I have helped include VW Group, Mercedes-Benz, Jaguar, Nissan, VW, Dunkin’ Brands, Axa, Zurich, Hiscox, Shell, Glaxo, Whirlpool, BT, EE, O2, TBWA, Publicis, TMW, OMD, Carrat.


  • Advertising & Media
  • Automotive
  • Consumer durables
  • Entertainment, leisure & travel
  • Financial
  • FMCG
  • IT (inc Ecommerce)
  • Retail

Skills & Services

  • Ethnography
  • International
  • Qualitative
  • Quantitative
  • Workshop facilitation