Research & Consultancy
Creative exploration
I'm a considerate, creative and ethical qualitative researcher who digs wide and deep, down unexpected avenues to find answers to your questions - sharing opportunities for positive social impact. I take risks, I follow difficult routes and immerse in tricky areas to explore ideas.
​​​
My specialisms are in fashion behaviour, health and wellbeing, creativity, and social and cultural trends, but I can research the past, present and future of almost anything (try me!).
With 18+ years experience researching and communicating trends, human insights and strategic ideas for global brands, I'm familiar with a broad range of sectors, audiences, stakeholder levels, challenges and techniques. I'm design and psychology trained, widely commercially experienced, and empathically and sensorially very astute. I use this unusual skillset to find, analyse and communicate evidence and opportunities in the most appropriate way for each client and audience - bespoke every time.
​​I know how to navigate challenges with creativity, and clients ask me to help them do the same. Recent research clients include Arla, LEGO, Vejle Kommune and Pej Gruppen.
Recent projects
What awkwardness means to Gen Z for Arla
​
The future of play for LEGO
​
How regular exercise affects personal style (MSc Psychology dissertation)
​
How clothing choice is a friendship tool for physically disabled people (MSc Psychology project)
​
The creative processes of entrepreneurs for Vejle Kommune / FabLab​​
My approach​
Fuzzy, unusual questions are my favourite: “can you explore awkwardness amongst Gen Z?” (definitely); "how does regular exercise affect women's personal style?" (they shop less!); “what’s play like in Japan?” (not what we expected); “can you help energise our team’s creativity?” (I’d love to!); and even simply, “how can we be comfortable with uncertainty?”
​
Creative, foresight & psychology
Blending creative, qualitative techniques with psychological rigour, I combine design research, foresight tools, sensory perception and psychological science to investigate the past, present and future of topics and audiences.
​​​
Deep human insight
To uncover deep human needs and important cultural shifts, I work hard to empathise with my projects, merging my qualitative skills with intuition to ask the right questions, in the right way, to the right people, in the right places. ​​​
​​Core methods
Deep dive / in-depth interviews
User testing
Co-creation groups
Expert and stakeholder interviews
Online communities
Visual diaries
Narrative inquiry
Ethnography
Horizon scanning
Visual, textual, audio analysis​
Consumer behaviour
Social & cultural analysis
Design research
Trend forecasting
Future scenario building