Overview
Qualitative research and brand strategy for FMCG brands, specialising in innovation, positioning and design / comms.
Working directly with brand clients and as a freelancer for agencies. Plus I have a network of expert quant and international partners
Services
Eye-opening insight for brighter brands
Brands win when the humans who buy them win too. So I get people talking about what they think, feel and do – and what’s in their homes, cupboards and fridges – to shine a light on the sometimes surprising things they want and value most.
Which makes it easy for brands to make clear, actionable decisions about what to do next.
In practical terms:
- Focus groups (online and virtual)
- Depth interviews
- Online communities and visual tasks
- Storytelling to bring consumers and shoppers to life
- Positioning and messaging research and evaluation
- Brand and pack design research and evaluation
- Reviewing existing data and insight to uncover new insights
- Consumer closeness programmes
- Concept development and testing
- Product insight and concept ideation workshops
About
Before becoming a researcher, I spent almost 20 years client-side in FMCG companies across biscuits, savoury snacking, baby and toddler, healthcare and books - working on some of the nation's favourite brands. I have senior-level experience across insight, category management and brand marketing, so am familiar with many of the challenges and realities clients face (and how to fix them).
Since becoming a researcher, I've worked with brands at all stages: creating, launching and getting traction for some exciting new startups in snacking, fashion and petfood, and working with more established grocery brands to accelerate their growth with new positioning, messaging or product ideas.
Professional memberships: MRS, AQR, ICG
Education: MA in Marketing (Dist)
Fair-weather outdoor swimmer, foodie, bookworm, owned by two unruly cats
