Making sense of changing markets when existing research misses what matters.
I bring cultural depth to understanding people’s changing needs, values and behaviours. This gives teams a clearer view of what’s driving demand, so they can make sharper decisions about products, brands and where to grow next.
Independent research and strategy consultant with more than 20 years' experience, most recently as Principal and Director of Strategy at Gemic. My work has informed high-stakes growth and innovation decisions at BMW Group, Meta, Microsoft, TIAA, P&G Ventures and Rolls-Royce.
Working up close on difficult, ambiguous research and strategy problems has honed my ability to find the real question, connect different forms of research to see the bigger picture, and turn complexity into clarity that teams can confidently act on.
- Existing research describes what is happening but doesn’t explain why.
- Established segments and customer definitions no longer explain changing demand.
- Products, brands or customer experiences need to respond to changing expectations, aspirations and behaviours.
- Research, design, product, engineering, brand and strategy teams need a shared understanding before committing to a direction.
What do people want from a sports car in a world of electric powertrains and autonomous driving?
As retirement becomes less about stopping work and more about creating freedom throughout life, what do people want from financial services providers?
As people age, how does the loss of bodily control affect their sense of who they are, and how can products and technologies help them retain their autonomy and identity?
As luxury markets fragment, what kind of belonging matters now, and what makes a brand worth identifying with?
As people increasingly make sustainable choices to build resilience rather than simply reduce environmental impact, how is this changing what they value in products, services and brands?
I’ve developed unusually broad research expertise through hands-on work spanning ethnography, qualitative research, semiotic analysis, AI-enabled social listening, and complex quantitative and behavioural studies. I combine these approaches to connect what people say, what they do and the cultural worlds shaping their choices.
I also translate qualitative and cultural insight into robust quantitative measures and frameworks that can be validated, tracked over time and used confidently across an organisation.
I personally lead every engagement, working closely with clients. For larger international programmes, I draw on a trusted network of senior researchers, strategists and specialist partners to bring together the right team for the challenge.
with me
Engagements range from short assignments to frame the right research question and approach, to reviews of existing evidence, original multi-market studies and longer-term frameworks for tracking change.