I am an expert in helping organisations better understand their customers & prospects in order to make better business decisions.

I have developed my skills over more than 20 years in customer insight, brand strategy and innovation, working both client- and agency-side.

For most of this time, I was a managing partner at the two full-service customer insight and brand strategy agencies that I co-founded, Essential and Craft.

I have been a practising qualitative researcher for much of my career and have over 1,000 group discussions, depth interviews, and consumer ethnographies to my name.

That said - I’m not just a qual researcher- I am particularly strong at delivering complex research projects that seek to tackle big questions and combine a bricolage of approaches, e.g. qualitative research, quantitative research, consumer psychology, behavioural science, cultural analysis, semiotics, and artificial intelligence.

In addition to my own expertise, my network includes specialists in all these fields with whom I regularly collaborate to deliver mixed method projects that are greater than the sum of their parts.

Over the course of my career, I have been fortunate enough to work with clients including: the Advertising Association, Amazon, BBC Studios, Carat, Fox, ITV, Microsoft, Liberty Global, Netflix, Reach, Samsung, Sony, Starbucks, TD Bank, Telefonica, Twitter, UKTV, and Warner Bros Discovery.