Strategic insight grounded in real human behaviour.
I help organisations better understand people so they can create products, services and brands that work in the real world.
Qualitative researcher with 15+ years of experience, understanding how people navigate everyday decisions.
Over that time, I’ve worked across most industries and categories, including FMCG, retail, financial services, government, politics, and beyond, helping teams make sense of complex questions where real-life behaviour often tells a very different story from theory.
I spend a lot of time talking to people about how things actually work in their lives. In kitchens, shops, workplaces and communities. That perspective often changes how teams see the problem.
My role is simple.
Bring the human perspective into what you’re trying to create.
Supporting organisations at different stages of the research process, from early exploration through to testing ideas and shaping strategy.
Understanding People
Exploratory research to uncover how people think, behave and navigate everyday situations.
Customer & Behavioural Insight
Identifying unmet needs, barriers and opportunities across products, services and experiences.
Community Consultation
Engaging communities, stakeholders & lived experience groups to understand perspectives, needs and priorities.
Strategic Direction
Turning insight into clear implications for products, services, policy and programmes.
The approach varies depending on the question, but might include in-depth interviews, focus groups, workshops or online communities.
Let’s Talk.
If you're exploring something new, trying to understand people better, or working through a tricky question, I'd love to hear about it.