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Director/ Founder, True Insights - For the love of good research

Overview

True Insights

For the love of good research

True is a network of award-winning qualitative and quantitative research directors. We work across multiple sectors on projects that align with our values. Auras Award Winner 2018 and nominated again in 2024.

Services

Full-service qualitative research, working closely with trusted quantitative collaborators. We can also support other research agencies.

We have expertise in a wide range of traditional and online methodologies including:

  • Focus groups, workshops, and in-depth interviews
  • In-store ASTs, intercepts, and observations
  • Online boards/ Asynchronous research
  • Filmed ethnography

We enjoy providing support to research agencies and our end clients:

  • Charities: British Red Cross, RSPB, NSPCC, Battersea Dogs & Cats Home and Activity Alliance.
  • FMCG: Philips, Coke Cola, and Del Monte.
  • Broadcast, media, Arts and publishing: Sky, ITV, BritBox, Reuters Institute of Journalism at Oxford University, Tate Britain and Penguin Random House.
  • Public, Gov and regulatory: the Metropolitan Police, Women and Equality Unit, Houses of Parliament, the Ministry of Justice, and Ofcom.
  • Financial and B2B: HSBC, Fidelity, Lloyds banking group and Nominet Registry.
  • Automotive: Porsche, BMW, Mini, Nissan, MG Motors UK (EV/PHEV), and Polestar.

We enjoy working on these types of projects:

  • Ad concept testing
  • Communication strategies
  • Brand Positioning/ Refresh
  • Legacy inspiration/ fundraising strategies/ campaigns
  • Opportunity creation and ideation
  • Innovation development
  • NPD/ NSD
  • Consumer/ supporter journeys
  • Online content development

About

We specialise in sensitive research with children and young adults, and seldom-heard groups including racially minoritized people, LGBTQIA+, Disabled people, and people living with and affected by cancer.

PUBLISHED PAPERS, & CONFERENCES

  • Kathryn is Co-Chair of MRS Unlimited - a driving force for disability inclusive research.
  • Kathryn is a MRS EDI Changemaker of the Year Award judge (since 2023).
  • Co-led a creative thinking seminar at the Institute of Fundraising Conference in 2019
  • Co-wrote published research on legacies at the Remember A Charity conference in 2019.
  • Co-wrote Representation and Portrayal on BBC TV (published report) on behalf of Ofcom (2018) at Kantar Media.
  • Contributed to two published reports in 2018 for the Reuters Institute Study of Journalism, relating to the future of news and the rise of WhatsApp with Kantar Media.
  • Published paper - Channel 4’s delivery of the public service broadcast remit on behalf of Ofcom (2017) with Kantar
  • Presented/ co-wrote a report on behalf of HSBC at a National Union of Students Conference (2009) whilst at GfK
  • Presented a published paper at the MRS Annual Conference

A Market Research Society Company Partner/ Certified Member and MRS Industry Mentor.

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