Independent customer & user research · UK
I help brands understand the people they serve: what they need, what they value and why they behave as they do. I then help teams turn that understanding into clear decisions. My work draws on qualitative and quantitative methods, a background in social anthropology and nine years in the field.
Questions I have helped answer
Who are our customers across Europe, and what do they value?
Will customers trust a video-based reviews app?
What makes brokers trust a business?
(now FCDO)
I shape each project around the question you need answered. That could be a two-week round of interviews or a programme across several markets.
Learn what people need, how they behave and where your product or service could do better, before you build, launch or change course.
Give every team the same clear picture of who your customers are, what they value and how they move through their journey with you.
I help organisations put customer insight at the centre of how they make decisions, so research is used across the business.
Retail · 3 markets
Led the first EU customer persona and values-based segmentation for a major broadcast retailer, adopted across three international markets.
Product · User research
Led user research for a new video-based reviews product. Structured insight summaries directly shaped product decisions and supported strong customer growth.
Insight activation
Created live international Customer Days and co-developed an AI-powered persona chatbot, so teams across the business could meet customers and query insight directly.
Financial services
Designed and ran a qualitative programme on brokers’ needs, trust considerations and behavioural drivers, alongside sector research into listed SMEs.
Every project is built around the decision you need to make and follows the MRS Code of Conduct.
We agree the decision the research needs to inform, and what a useful answer looks like.
Qualitative, quantitative or both, designed to be inclusive and to fit your timeline and budget.
I run the fieldwork, then synthesise what people said and did into a clear story.
Workshops, presentations and tools that help your team use the findings day to day.
About me
I studied social anthropology at the University of Kent, which is where my interest in why people do what they do began. I started out doing face-to-face fieldwork at Kantar Public. I then spent six years in customer insight at QVC, working across the UK, Germany and Italy and representing the customer with leadership teams.
Today I work independently with brands, public bodies and community organisations who want to understand their customers properly and act on what they learn.
Tell me what you’re trying to decide. I’ll reply with how I’d approach it.