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Managing Director, added insight - qualitative specialists


I'm a highly skilled qualitative researcher, with over 20 years customer insight experience. I have particular strength in finance and shopper/FMCG studies and handle all project aspects from design and fieldwork, to analysis, interpretation and final delivery


I like to bring research to life, gaining deep insights that help companies in their decision-making, rather than providing thick dusty reports.  I obtain these findings through focus groups, depth interviews, online communities and other qualitative methods.

Although I've covered a myriad of topics and audiences, I have particular qualitative expertise in:

  • Shopper/FMCG - consumer studies for brands such as Walls, Nestle, Ferrero, Kinder, Kraft, Unilever, SAB Miller, J&J, Sainsbury's, SC Johnson, Britvic and Google, be it in-store, (using eye-tracking where relevant), in-home or in focus group venues
  • Finance - another area of deep knowledge.  I've handled projects for many blue-chip names such as HSBC, HBOS, Tesco Bank, Santander, Lloyds, Standard Life, Zurich, the FCA, etc, interviewing consumers, business owners, HNWIs and IFAs.
  • Public sector - many projects for OFT, DWP, UKPS, HMRC. NAO, LGO, Carbon Trust, The Cabinet Office and more

... and everything else from chocolate refining to alzheimers!  The trick is to ask the right questions, in the right way, at the right time, and to interpret the answers skilfully.  Geographically, closest to me are Leicester, Birmingham, Nottingham and London, but I work far and wide, across the UK and internationally.


I trained at a London research agency, followed by 7 years at Barclays Group in research, marketing and advertising roles, hence particular strength in finance and an ability to see research from all sides - as a user, buyer and practitioner. I have been consulting successfully for over 20 years.

Outside of work, I am a keen poetry writer and am-dram performer - it just gets harder to learn the lines as I get older!


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