Overview

Strategic Insights Director with 15+ years’ experience in emotionally intelligent storytelling, quantitative research, and behavioural insight. I specialise in innovation, brand strategy, and communications evaluation across sectors including media, FMCG, gaming, publishing, finance, and the public sector—translating complex research into

Services

I offer strategic insight grounded in data but driven by meaning. I specialise in transforming research into emotionally intelligent stories that inform innovation, guide communications, and drive product strategy. My work spans brand positioning, campaign testing, innovation development, typology design, and comms optimisation—always tailored to real human context.

With 15+ years in research and strategy, I’ve worked across media, FMCG, gaming, publishing, finance, and the public sector—supporting everything from AI frameworks to sensory product development. I work best where complexity needs translation, behaviour needs decoding, or direction needs grounding in authentic audience truth.

As the creator of an MRS Award-winning methodology—the only AI tool to translate adult language into child language to elicit richer insight—I continue to explore the intersection of tech and meaning. I’m especially interested in building emotionally intelligent AI tools that preserve context and connection.

I offer flexible support on a project or retainer basis, including:

• Insight storytelling and narrative shaping

• Strategic design and innovation framing

• Campaign testing and comms evaluation

• AI-informed research frameworks and audience language mapping

Very happy to be involved for the whole project or brought in to fight fires or write/ structure a report!

About

I’m an award-winning insights director who specialises in finding the story others miss. My background is in quantitative research, but my strength lies in shaping meaning—connecting data, emotion, and behaviour into stories that shift strategy and sharpen decision-making.

Over the past 15+ years, I’ve led insight strategy across media, FMCG, gaming, publishing, finance, and the public sector—working with brands like Coca-Cola, Danone, LEGO, Sky, Spotify, and Monzo. I’m particularly known for my leadership in youth and family insight, and for developing frameworks that reflect both commercial and emotional truth. My MRS Award-winning work includes the first AI tool that translates adult language into child language to build better connection and understanding.

Now working independently, I support organisations seeking strategic depth without rigidity—where insight needs to move fast, but remain culturally grounded and human. I thrive in remote, flexible partnerships, and bring a calm, intentional approach to every brief.

Clients value my rigour, authenticity, and ability to turn ambiguity into action. I leave no stone unturned—often surfacing what others miss—and shape it into cohesive, high-impact narratives that bring brands closer to the people they serve.