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Unpicked Ltd


Unpicked is a research and strategy business that works closely with clients to better understand their customers' motivations and behaviours and then uses these discoveries and help build strategies that will deliver growth.


After 25+ of working in marketing, advertising, branding and qualitative research I set up Unpicked to use my experience to help businesses discover insights that help solve problems and uncover opportunities. And, drawing on my background in marketing and comms, I work with clients to turn those insights into actionable marketing strategies.

I can help you with:

Qual Research: I'll manage every aspect of a research project, including proposal writing, research design, moderation, analysis and debriefs. I also work flexibly and can collaborate with existing teams on any part of a larger project.

My experience includes:

  • MethodologyVideo, and face-to-face focus groups, ethnography, and depths. I also have a lot of experience in asynchronous online research such as communities and mobile ethnography
  • Project Types: Creative, advertising, branding positioning, brand identity, concept testing, packaging, innovation, customer journeys

Brand Strategy and Innovation: Design brand strategy and innovation workshops either for internal teams or using co-creation workshops so you can work directly with your customers to solve brand challenges. I'll then help digest the output to create branding and innovation strategies

And of course, I can combine research with workshops to help internal teams create evidence-based strategies.


I've always loved trying to unpick the fascinating messiness of why people behave the way they do. This has not only led me to devour way too many books on psychology, but also into a career that brings together marketing, advertising, branding, innovation, and qual research.

What I most enjoy now, is using my experience to help businesses get to know their customers (qual research), create desirable brands (brand strategy), and build those brands (innovation).

My career has given me a first-hand view of the way different businesses tap into research, comms and branding work. I’ve worked client-side; as a planner in large & small ad agencies; branding & design agencies; shopper marketing; and a large research & innovation agency. Some of the businesses I’ve worked in include P&G, Leo Burnett, Saatchi & Saatchi, and C Space. And I’ve worked with brands like H&M, Nestle, innocent, Three mobile, McDonald’s, Kellogg’s, The Body Shop, Heinz, Philips, and P&O Cruises. I’ve also worked with a myriad of smaller businesses and always enjoy it.

So, if you are looking for someone who will delve deep into people's motivations and behaviours, and/or help you develop marketing strategies that work please do get in touch.