Areas of research

Qualitative research is about understanding human needs, motivations, attitudes and perceptions. It focusses on depth of insight, helping us uncover why people think and act the way they do.


Some examples of questions that I help my clients answer:


  • Why do people make the choices they do?

  • How does my brand/product fit with people’s lives?

  • How can we move away from talking at audiences, to connecting with communities?

  • How do we engage in a meaningful, resonant way?

  • What makes really great creative?

  • How can we create positive behavioural change?

  • How can my brand make people’s lives better?


My experience spans a broad range including creative testing, content and brand evaluation, new product development, app testing, consumer journey evaluation, cognitive testing and co-creation.