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Director, POS Insights Ltd


Specialising in shopper and retail insights, my goal is to help brands and retailers maximise their connection with shoppers instore or online. Developing insights to inform communication strategies through aspects such as POS and product packaging.


Projects can be managed end-to-end or role specific such as field alone.

Some examples of shopper research and insights include:

  • Understanding shopper behaviour and decision-making hierarchy
  • Building and refining shopper personas
  • Testing, measuring and improving in-store campaigns
  • Category layout, navigation and interruption, what stands out (or doesn’t) and why
  • Informing POS and packaging design and redesign, 2D and 3D aspects
  • Identifying triggers and opportunities for stronger retail sales
  • Competitor analysis

Examples of field services:

  • Observations
  • Intercept interviews
  • Depth interviews
  • Accompanied shops
  • Eye tracking
  • Focus groups
  • Exit surveys
  • Online surveys
  • In-store audits
  • Consultation

Working independently, but also closely with a network of consultants and specialist agencies, engaging their expertise as needed to meet each project's requirements.


Having built extensive and specialist experience at one of the UK’s leading retail marketing communication agencies, POS Insights was then formed in 2012.  As a consequence, I’ve been in the privileged position of developing valuable shopper marketing insights for many of the UK’s largest FMCG brands and retailers for many, many years!

Member of the Market Research Society.

Outside of work Dawn loves to recharge her batteries by turning to nature and keeping physically and mentally fit in the fresh air of the countryside

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