Services


Quantitative studies generate large volumes of data which can overload and obscure the golden insights. I work closely with clients to design robust research, surface patterns others might miss, and present findings in a way that is clear, usable and commercially grounded.

Segmentation

Segmentation requires careful interpretation – identifying which attitudinal patterns genuinely matter, distinguishing signal from noise, and shaping segments that are analytically robust while still intuitive and meaningful. I approach modelling as both science and judgement, working collaboratively throughout so the structure makes sense as it develops, not just at the final presentation.

  • Senior-led modelling combining rigour with informed judgement
  • Insights that connect behavioural and attitudinal data to make segments genuinely usable
  • Segments that are easy for teams to understand and act on (no drowning in exhaustive segment data-cuts)
  • Clear guidance on strategic implications of the segmentation

Usage & Attitudes

U&A studies shouldn’t be boring. They are most valuable when they go beyond description and illustrate the underlying structure of a category, that is the motivations, tensions and decision dynamics that actually shape behaviour. I design studies around clear strategic questions, synthesising large datasets into focused, coherent insights that support positioning, targeting and growth decisions.

  • Decision-led questionnaire design
  • Identification of meaningful patterns and category tensions
  • Engaging presentation of implications, not just findings

Innovation Research

Innovation research is most valuable when it goes beyond benchmarking to provide clear direction on how to improve and sharpen ideas. I work with marketing and insight teams across concept and proposition development, identifying where ideas resonate, where they lose strength, and how they can be refined to maximise impact.

  • Concept and proposition testing across stages
  • Diagnostic insight into underlying drivers and barriers
  • Practical guidance for optimising, not just scoring