Overview

Strategic Insight Consultant with FMCG In-House Experience

Services

I'm a senior qualitative researcher, with over 15 years experience in FMCG retail and handle all project aspects from design and fieldwork, to analysis, interpretation and final delivery

Portfolio:

• Customer Segmentation & Target Audience Defining
• NPD/Marcoms Customer Reviews
• Brand Tracking/Building/Re-branding
• Category Management
• Workshop planning and facilitation (clients, consumers or other audiences)
• Project design and advice on methodology (strategy sessions to determine role and nature of Insight)
• Analysis - from recordings or live (succinct distillation of information)
• Briefing local agencies and managing recruitment
• Proposal writing and costings
• Face to face presentations to agencies or end-clients
• Customer Multichannel Experience
• Website Customer Reviews
• Customer Closeness
• Strategic Planning
• Supporting Start Up Companies
• Market Data Analysis (Nielsen, Kantar, IRI)
• Workshop Facilitation - Internal/ also with Customers
• Qualitative Specialism:
  • In-store shopper work - observation, accompanied shopping, triplet work (assessing fixture, appeal, awareness of POS/offers/newness)
  • Moderation of group discussions, extended creative groups, mini-groups (co-creations, concept testing, ethnographic usage assessment, packaging & marketing, capturing market perceptions)
  • Online community moderation and analysis (experience of Board Level stakeholder management)

About

Comprendo Research was created in 2015 to offer Strategic Insight to clients within the FMCG and healthcare industries. I specialise in food retail, having worked in the Waitrose Insight team for 7 years and previously for Warburtons and Asda HQ.

My passion is to get alongside customers in F2F and online focus groups to generate theories which are then quantified in robust surveys that lead to action.

Outside of research, I am studying for a counselling degree part time. My qualitative skills have helped enormously to get alongside people and help them during crises. I also co-lead the creche and toddlers' rooms at church, and regularly volunteer for Scouts.