Overview

I'm a freelance customer insights specialist with over a decade of experience helping brands understand their category from a consumer's perspective; primarily through a quantitative lens, with qualitative methods as a powerful complement.

Services

I am a research and insights consultant who supports organisations by filling gaps in internal capability and delivering high-quality insight at pace. Clients engage me as a capable, self-sufficient pair of hands who can hit the ground running, take ownership of defined objectives, and turn complex or ambiguous questions into clear, decision-ready insight.

My support does not need to be a large or long-term engagement; I often work flexibly, providing targeted input for a few hours a week or a few days a month. I work confidently across both qualitative and quantitative research, with extensive experience in financial services and a particular focus on Consumer Duty, financial literacy, and improving customer outcomes.

• Embedded research and insights support (interim or gap-filling resource)

• Qualitative and quantitative research design and delivery

• Survey scripting and questionnaire development

• Data analysis, insight generation, and reporting

• Customer journey, onboarding, and churn analysis

• Insight to support strategic decision-making

• Research project management and stakeholder reporting

• Consumer Duty–aligned insight and evidence gathering

• Financial services and regulated-environment research

About

My background is rooted in large-scale, high-impact quant research. This includes everything from market tracking and segmentation, to customer journey analysis and attitudinal studies. I've worked with clients across finance, retail and beyond, turning data into rich, meaningful stories that drive strategic decisions. Whether it's identifying emerging trends, unpacking life stage triggers or mapping onboarding and retention journeys, I bring curiosity, critical thinking and a genuine love of data to every brief.

While I'm a quanty at heart, I've also managed qual communities, run depth interviews and organised focus groups, and used these to add emotional depth and colour to insight when needed. I thrive at the intersection where behaviour meets business challenge, and numbers turn into narrative.

I'm at my best when making insights accessible, actionable and visual. I love combining deep analysis of primary, secondary and tertiary data with clear storytelling and strong editorial judgement. I care deeply about bringing the customer voice to the table, and feel fortunate to have championed it across my career.

Outside of work, I'm a proud Mum, a keen cyclist and a serial crafter. All excellent ways to stay humble after a day in the weeds of a dataset.