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Founding Director, Tracer Ltd.,


Focused on shopper and retail insights, inspired by behavioural science... limited by nothing, we deliver insights that make a difference for our clients. Working independently or in collaboration with others across a wide spectrum of sectors, categories and markets.


Tracer Ltd. was formed in 2019.  Small, yet perfectly formed - our business model is based around working in close partnership with a growing network of partners both here in the UK and internationally.  Together, we translate what people say and do into powerful, transformative insights that supports business challenges from shopper strategy development through to activation.
Our working model enables us to make use of the brains we have and those we can borrow meaning that we can offer a multitude of methods and approaches to answer our clients' research briefs (or to help our partners answer the same for their clients' briefs!).  Qualitative, quantitative, secondary research... biometric, AI, behavioural science consultancy are all within our armory.


I’ve spent most of my career focusing on retail and shopper insights.  Prior to setting up Tracer, I was a Director at Shoppercentric and before that as Global Lead, Channel Management at Research International.

I’m respected by colleagues and clients alike for my tenacity, rigour and an unfailing willingness to challenge norms in order to get the best results. I’m a real 360° thinker… no stone is left unturned as I look for the business changing insight that makes every project worth the effort.

In my spare time, I like to read,  do jigsaws and am currently learning how to work the garden without killing off 90% of its resident plants... and the last couple of years have got me hooked on box sets (sadly!).  I am a hot and cold 'gym bunny'... of the 6 months on / 6 months off variety - but enjoy it immensely when I get into the habit.  A mum of one - my beautiful 20 year old girl... and Welsh through and through, borne and bred in North Wales with Welsh being my first language.


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