< Find a research consultant
Overview
20 years both agency and client-side (Pernod Ricard). As a freelancer I can support you to understand the now (cultural and consumer insights via qual fieldwork, ethnography, moderating, analysis, reporting) and anticipate the future (trends, foresight strategy, scenario planning)
Services
London, Cape Town
20 years in cultural and consumer insights, both agency and client-side (Pernod Ricard). I've helped 200+ global brands (via 600+ presentations) to consciously consider consumers, cultures and our futures. My heartland is cultural strategy and foresight: I can help you understand the now (qual fieldwork, ethnography, moderating, analysis, reporting) and anticipate the future (futures, trends, foresight strategy) while adding senior-level strategic value to the work.
We'd work best together from proposal to presentation, but I'm available for ad-hoc support if that's all you need: analysis and reporting or fieldwork.
About
Areas we'd work best together:
Sub-Saharan Africa / Gaming / Alcohol / Sustainability / Mushrooms / Wellness / Drinks
- 🍄 Mushrooms and psychedelics culture - Founder of Sporesight, a fungi & foresight collective working to shaoe good futures. Amateur Mycologist. Active researcher of global mushroom culture (world mushroom tour incl. 70+ global ethnographies - follow the tour here on Substack)
- 🌍 Africa - Seasoned traveler. I helped Instant Grass, now Culture Foundry, expand into 18 regions while helping global brands (incl. BBC, Jameson, Red Bull, ABinBev, Jägermeister) win by honouring cultural nuance.
- 🎮 Gaming - Avid gamer. Designed an in-game ethnography method to help brands like Canon & Coca Cola Company understand gamers.
- 🍾 Alcohol - Distiller's daughter. Much of my career has been in alcohol.
- 💚 Sustainability - Planet conscious. I prioritise working with companies & brands with shared values. E.g. helped plant-based drink by the world's biggest bev company develop a biodiversity proposition.
- 💗 Wellness - Exploring wellness (and it's pushback, like 'healing from healing') is so fun. Recently designed and led a mammoth culture/qual/quant study into LatAm health & wellness, incl. Demand Spaces and Semiotic category analysis for our client's portfolio and comms strategy.
