Overview

Kindred exists to provide qualitative research that doesn’t just answer questions, but sparks ideas, builds understanding and fuels action - helping clients shape brilliant new products, refine propositions, or navigate new markets.

Services

Kindred is an independent qualitative insight consultancy based in London dedicated to solving client challenges by unlocking human truths.

Kindred offers:

• A genuine desire to feel like part of client teams through deep knowledge of their business, shared understanding and open discussion.
• The ability to leverage a toolkit of face-to-face and digital qualitative techniques spanning both traditional, more immersive and AI approaches to help us go deeper. I take the right tools and combine them with thoughtful research design to get closer to people and their lives. I love having real, honest conversations with consumers, enabled by highly skilled moderation, to understand what people really need and want. Whether it's comprehensive exploration for deeper insights or agile, rapid-turnaround research to tackle urgent challenges, Kindred has got you covered!
• A relentless focus on impact! My aim is to deliver clear, actionable outputs that help clients move forward with confidence. I like crafting stories and translating complex insights into clear, actionable strategies. Kindred’s debriefs don’t just inform but will inspire change and drive meaningful results.

About

I am a qualitative research consultant with almost 20 years of experience, and an enduring love for understanding people and their lives. I set up Kindred because I wanted to drive real impact for my clients through people-first, strategic research that is rooted in real-world understanding.

Before founding Kindred, I worked in market research agencies and insight consultancies. Most recently in the Life & Style practice at 2CV, spearheading global research projects and building long-term relationships with brilliant clients, including Costa, Greene King, Square Enix, and Coca-Cola. I have experience across many sectors including gaming, beauty, fashion, home, ESG, finance, sport, automotive and technology. As well as this breadth, I have a particular passion (plus deep sector experience and category knowledge) for food & drink, FMCG, retail and hospitality.

As well as decades of UK experience, I have conducted research in over 30 countries around the world. With a trusted network of research partners and suppliers across the world, Kindred’s mission is to uncover cultural nuances and bring a truly global point of view.

Outside of work - I love hiking, women's football, really good coffee and travelling.