About

I am an independent quantitative researcher with extensive experience across segmentation, U&A and innovation research.

Over the past 25 years I’ve led and delivered major quantitative programmes for global brands and complex organisations.

My work has spanned a wide range of categories and business contexts from foundational segmentation studies to innovation development. This breadth of experience informs the way I approach new projects: carefully, commercially and with a clear focus on decision-making.

While I bring senior-level perspective to projects, I remain closely involved in the detail. Working directly with the data maximises the insight coming out of the analysis and ensures the conclusions are genuinely grounded.

I work with marketing teams, insight teams and specialist agencies on projects where both analytical strength and thoughtful judgement matter.

I take time to understand the business context, work openly through methodological decisions, and ensure findings are communicated in a way that feels clear and manageable – not overwhelming.