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Director, Strictly Financial Ltd


Strictly Financial focuses exclusively on financial services. We understand the markets and offer our clients a deep understanding of their business issues. All projects are custom designed and conducted by experienced directors.


Strictly Finanical offers full service qualitative research specialising in the financial services sector.  Mixing common sense, commercial awareness and our vast experience, we will always design a custom-made research program that takes account of your business problem, the market issues and the research practicalities.

As highly experienced Director level researchers, we add value through the intelligent, analytical and creative thinking that we bring to every aspect of the project.   We invest time finding out what people really think, how they behave and what underlying behavioural assumptions are driving this.

We are experienced in the full range of qualitative techniques from standard group discussions and depth interviews (both on- and off-line) to co-creation and ethnographic approaches as well as asynchoronous online approaches and longitudinal research programs.   We conduct both tactical and strategic projects, and cover both consumer and business audiences from the financially excluded, (U)HNW, intermediaires and institutional clients.

Our expertise in the financial services sector allows us to place our client's business issues in the broad market context, and we bring a depth of market and industry understanding to the work that we conduct.


I am a qualitative researcher specialising exclusively in financial services.

I have worked on both sides of the fence – for financial services companies and research agencies – which allows me to see both the creative and commercial potential of research.  I find it fascinating that money is so central to our lives, yet we spend so little time thinking about our financial futures.  I have a passion for understanding people's needs, motivations and how they form their opinions - what influences and biases are at play?

Over the past 35 years I have gained a wealth of experience in product enhancement, development and innovation as well as being well versed in the complexities of brand related issues, having been involved with several large, strategic brand and communications projects.

Following several senior agency side roles, I set up Strictly Financial with Dave Skelsey at the beginning of 2007.  I conduct all aspects of the project from start to finish - this level of immersion and senior input into the project allows us to deliver insightful, actionable and focused research results.

I was made a Fellow of the MRS in 2021 in recognition of my contribution to the industry.