Overview

Experienced qualitative researcher & strategist with global experience. Skilled moderator. Former agency head. Adept at international projects, especially Asia or Europe, but equally comfortable with UK research. Unilever Accredited Research Lead.

Services

I'm a senior, cross-cultural researcher partnering with research agencies, either leading or supporting projects, as well as directly with end-clients and ad agencies. I offer extensive experience, high quality thinking and a flexible and collaborative partnership. I inspire confidence in teams and clients- who in the past have included many well known brands, including extensive experience with Unilever, and Coca-Cola, working on key strategic projects.

My expertise lies mainly in B2C spanning a wide range of categories and brands. Skilled in Brand, Comms, and Consumer focused work including Brand equity, architecture, positioning, extension; Comms development (from strategy through to execution), and Exploratory consumer and cultural understanding.

Comfortable with face to face methods or online; UK based and flexible to travel. I can moderate in English speaking markets and follow/oversee research elsewhere. I speak French, German, Punjabi as well. I lived in Singapore for 13 years and know the Asia region well. I can plug into teams easily and will always add value.

About

I've been in research a long time and am as passionate about it as ever. I ran agencies in Singapore doing pan Asia work so have a particular affinity for that region. But I studied French and German at Cambridge and began my career in the UK doing lots of European work, which has also been my most recent experience, alongside domestic UK projects. I love moderating and particularly relish more challenging types of moderation!

I've enjoyed professional and personal experiences all over the world and love diving deeper into culture, in my work, and as a personal interest. One of my career highlights has been working on the development of Dove's seminal Real Beauty campaign in Asia when it was first developed, back in 2004, examining what Beauty meant to Asian women - a stark contrast to the West. I also enjoyed working closely with Unilever as part of their expert panel to help shape the pilot roll-out of their global Qualitative Accreditation programme in 2010.

I have a thirteen year old son and my second job is as a Tennis Mum. He's promised I can retire once he hits the big time!