Services

Full service qualitative research with a touch of quant, as well as supporting clients & agencies with larger projects.

Writing briefs and proposals, agency selection, managing the end-to-end qualitative research approach, set up, recruitment, discussion guides, fieldwork, analysis, reporting, insight generation & presenting.

Strategic longer-term programmes as well as fast turnaround qualitative express services

• Ethnographic

  • Shop-alongs; pre-recruited accompanied shopping trips & free find intercepts  

  • Online obs & depths; accompanied online evaluation: navigation, terminology, visuals, order placing 

  • Depth interviews; single or pairs (partners, parents & children, friends, employees, trade, business)

• Focus groups; including mini groups & co-creation

• Meet your customers; interactive sessions

• Facilitation & Workshops

• Stimulus; collages, dragons’ den, personification 

• Homework; store or online visits, magazine evaluation, product purchases, usage diary inc. photos, collages, online bulletin board

• Channels; F2F, phone, online

• Quantitative; integration with qualitative projects  

Speciality

Sectors (previous clients)

• Retail

  • Tesco, JS, Asda, Morrisons, Waitrose

  • Boots, Superdrug

  • Argos, Carpetright, M&S, Debenhams, Homebase, Currys PC World, Carphone Warehouse

• Consumer brands

  • United Biscuits (sweet & savoury)

  • Lindt

  • Mars

  • Thai Taste cooking ingredients

  • Halfords & Halfords Autocentres

  • Dulux (consumer & trade)

  • Baylis & Harding

  • Howdens kitchens

  • British Gas

• B2B & B2C brands

  • Viking (Office Depot)

  • Hamelin (Oxford & Cambridge notebooks, Black n’ Red notebooks)

Approaches

• Customer Journey (end-to-end journey)

  • Individual stages: awareness & consideration / evaluation / purchase / usage / advocate

  • Importance, expectations & reality of each stage

  • Moments of Truth

  • Pain Points

• Online Communities & Bulletin Boards

• In the moment research – as it happens

• Day in the life of …… deep dive

• Bringing research to life via use of high quality visuals, quotes, film (inc. broadcast quality)

• Employee research e.g. The Tesco Way, Core Purpose & Values, Values Awards, Balanced Scorecard, Better-Simpler-Cheaper

• Any research with a retail focus

Background

Client-side; 21 years

I am ex Tesco Head of Market Research; I worked there for 18 years, mainly in research, but also in other business functions, enabling me to understand what clients want & need and why clients respect genuinely insightful research in order to assist in decision making.

Previously, 3 years at Cadbury Ltd as a Market Research Executive (I had to leave as I was eating their profits!)

Agency-side; 14 years

After Tesco, I jointly owned a boutique agency for 10 years, then worked in a larger agency for 4 years, making me a strong all-rounder in the end-to-end research process (new business generation, project management, creating insight from data, financial acumen etc.)

MRS member