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Will Herschel-Shorland

Insight Track

Qualitative research and evidence-based marketing consultancy


Insight Track offers the full suite of market research techniques and related evidence-based marketing consultancy to enable clients to make well-informed decisions,  develop impactful marketing/strategic plans and optimise customer loyalty and satisfaction.

We have a particular specialism in qualitative research, with a passion to understand the ‘why’ and the ‘how’ behind behaviours, attitudes and perceptions; and a strong belief in the enduring value of human interactions, conversations and listening to reveal insight and hidden value.

Our services are frequently used in:

  • Marketing campaign evaluation
  • New product development and proof-of-concept
  • Advertising concept development
  • Customer satisfaction
  • Employee feedback
  • Brand tracking and management
  • Public consultations
  • Strategic planning
  • Market segmentation and SWOT analyses

We have all the ‘tickets’ you might expect with respect to Chartered Institute of Marketing (MCIM), Market Research Society (CMRS) and Association of Qualitative Research (MAQR); and an extensive network of associates to craft tailored and cost-effective solutions to every brief founded on consideration of objectives and audience.

With backgrounds in both agency and client-side marketing and research, we are familiar with the pressures and expectations from all perspectives, and have extensive experience of working in multi-partner collaborations, frequently in support of marketing/creative/design agencies working with their clients.


You’ll find us very flexible, and you can tap into us for full service end-to-end research, on a pick-and-mix basis just for those aspects of research where you need support (e.g. questionnaire design or analysis), or purely for advice and consultancy – and can always be assured of the highest standards of professionalism and attentive customer service.

In practical terms you can turn to us for any, or all, elements of the research process including:

  • Desk research
  • Questionnaire design
  • Online (or offline) survey design, setup and hosting
  • Telephone, face-to-face and online interviewing
  • Executive/depth interviewing
  • Focus group or workshop facilitation
  • Data capture, analysis and reporting
  • Marketing planning and consultancy

Whilst our emphasis is on qualitative research, we are experienced in quantitative research too, and in practice frequently blend both approaches to best meet the objectives of research assignments.


Insight Track was established by Will in 2005, to harness Will’s skills and experience in marketing planning and customer service, gained in blue-chip client-side brand marketing roles, and advertising agency client service and strategic planning roles.

Will has particular specialism in the realms of marketing communications, brand management and customer experience; along with extensive experience in business, operations and project management, and proven commerciality, enabling him to rapidly and intuitively add value in consultancy assignments.

Will can call on experience across a multitude of markets, sectors and organisations, and has particular expertise in marketing and research within healthcare, animal welfare, arts/heritage/culture, tourism & leisure, business-to-business, professional services, charity/not-for-profit, education and public sectors. Will also has enthusiasms for the environment and sustainability, the prosperity of the East of England, and for the success of startups and SMEs.

Furthermore Will is a firm believer in the value of common-sense and pragmatism, favours simplicity, and appreciates the value of clear and proactive communication. With all that in mind, please don’t hesitate to get in touch for a chat – talking is good, and listening even better!