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

I’ve developed my skills over more than 25 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 insight agencies that I co-founded, Essential and Craft.

I’m a lover of all research methods, but 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.

Over the years, I’ve 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.

Initially, I developed the True Stories qual analysis and reporting platform for my own work, but after a chance conversation with a client, I realised it could help many other high-performing reserach teams.

I see the True Stories platform as a superpower that any human researcher can harness. Forget the summarisation-without-analysis and “AI slop” you’re no doubt used to. True Stories is a very different animal.

I invite you to try it. Seeing is believing.