Find the gems
The art of Exploration
Creative, qualitative research that blends design, psychology and foresight techniques to understand the now and the next, and shape a bright, positive and responsible future.
Working as either an independent consultant or temporary team member, I manage, execute and deliver global, multi-phase lifestyle projects.
I use creative, scientific and sensory approaches to carry out rigorous research and fearless exploration into the years and decades to come: uncovering trends, shifts and gems of insight to expose actionable opportunities - by asking the best questions, in the best way, in the best places.
I know how to navigate challenge and uncertainty with creativity, so 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
Fuzzy questions welcomed
Intuitive hunches and 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?”.
My specialisms are in fashion and lifestyle behaviour, health and wellbeing, creativity, and social and cultural trends, but I can research the past, present and future of almost anything (try me?!).
Trend activism
19 years of researching human values and forecasting trends has made one thing scarily clear: the importance of understanding its power.
Anticipating the future carries responsibility, so please handle it with care and consideration.
My futurist philosophy is active and ethical:
To create positive changes
To lead, rather than follow
To work towards the future with a responsible, optimistic and activist intention.
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