Strategic qualitative research in UK and France, brand positioning, market development, in-depth consumer understanding, in FMCG, industrial, b-to-b
Katherine is the founder of Passerieu Consulting, working as an independent Consultant on market research and strategic consultancy projects. Prior to that, Katherine was a Director at forward thinking inc., a Strategy Consultancy. Katherine joined forward thinking from GfK NOP, a global research company where she spent five years as Director of Brand Strategy.
Prior to joining GfK NOP Katherine was Managing Director of Censydiam UK, an agency renowned for its advances in psychodynamic research and needs based segmentation, and was working for Cram International, the leading global research agency in consumer psychology. Before that Katherine had spent eleven years at TNS (Taylor Nelson Sofres, now part of WPP), as Qualitative and International Director.
Over her twenty five year career, Katherine has worked for a diversity of clients, particularly in b-t-b including building and construction work, engineering, automotive, home appliances, manufacturing and industry. Her clients in this field include companies such as Tata Steel, Miele, Renault-Nissan, ECCA (European Coil Coating Association), and the World Gold Council.
With her business partner Jacky Kenna, Katherine specialises in strategic desk research and interviews with experts in their fields, particularly in the area of construction and building, engineering and manufacturing.
A French national living in the UK since 1989, Katherine also specialises in Anglo-French projects where she can add value by understanding the cultural context of the topics. She holds a BA in English and an MA in Sociology from the Sorbonne University in Paris, and is a member of the MRS (Market Research Society), ESOMAR, ICG (Independent Consultants Group), the IoD (Institute Of Directors) and the P&SC (Parliamentary and Scientific Committee).