Overview

Qualitative Researcher, Strategic Storyteller and Branding/Innovation Consultant. With 35+ years experience freelancing, heading up global insight teams and working for cutting edge innovation agencies I'm flexible, agile and a 'can do' team player. Health/wellbeing and Communication devpt. are my passions.

Services

WhiteInsight was launched (2024) to provide freelance resource to agencies, brands and individuals needing a senior, 'can-do' pair of hands.

I can...
- Step in to run a project or team on a short-term basis;
- Deliver full-service consumer qual. projects (incl. multi-country) utilising traditional and cutting edge methodologies (plus advising on - or commissioning - quality recruitment);
- Work alongside your existing teams (incl. running insight training programs, mentoring colleagues and staff development);
- Help write winning proposals for brand growth (e.g. combining quant and qual techniques, innovation platform development - and where relevant, working in tandem with creative agencies to inform the brief, and any stimulus/concepts to optimise success);
- Facilitate/lead innovation workshops and run 'expert' panels to drive future thinking;
- Write and present engaging/impactful, action-orientated debriefs.

My passions are Communication (and Innovation) development, Health/Wellbeing, 3rd Age and fmcg (esp. food and drink) . I also have considerable experience in Finance/Insurance, Retail, Hospitality, DIY/Household, Baby/Kids, NotForProfit, Entertainment/Media, Pharma and B2B.

I love nothing more than untangling knotty problems, cutting through complex data and defining a clear strategy for growth.

About

After a long career in Research/Insight I now offer interim support, freelance contracts (half a day to 3months) and stand-alone project management and delivery.

I also love collaborating with other Indies, building bespoke teams to tackle projects needing multiple brains and diverse skills.

My most recent role pre-WhiteInsight was with www.thecatalyx.com: an Innovation Consultancy specialising in Crowd-sourced data and digital methods to deliver "qual at quant scale".

"Tracey is exceptional, tenacious and resilient with an unquenchable thirst to get to the elusive core insight…. During her time at Catalyx we would regularly turn to Tracey for the most complex briefs and she would often swing by other projects to add sparkle when it was needed. I highly recommend Tracey if you’re looking for someone that can turn messy data into a compelling story or can help you work out how to breathe true consumer-centricity into a project to make sure all your decisions are supported by what your consumer needs and wants (especially if this needs a keen and experienced eye to look below the surface)" Guy White (No relative!)+, CEO/Founder, Catalyx - June 2024.

Prior to this I was Head of Insight at YourFuture, part of MRM/McCanns WorldGroup.