Research | Insight | Strategy | Cultural Intelligence | Semiotics

I’m a London-based researcher and strategist with over 12 years’ experience exploring how people live, think and behave — and turning that understanding into clear creative and strategic direction.

I work across the full insight-to-strategy spectrum, from early-stage exploratory briefs to more defined strategic challenges. This includes audience understanding, cultural insight work, creative development, brand positioning, comms strategy and innovation projects.

I draw from a flexible toolkit — including qualitative research, ethnography, expert interviews, cultural intelligence, social listening and semiotics — selecting the right mix for each project. I regularly lead both UK-focused and multi-market global work, and I partner with quantitative and data science specialists when a brief calls for it.

My background in Anthropology (Goldsmiths) and Digital Anthropology (UCL) shapes how I approach culture, meaning and everyday life, while my experience in TV research keeps my work grounded, human and story-led.

I collaborate with insight teams, strategists, creatives and founders — often stepping in as senior support for brand, design and innovation projects. My approach is thoughtful, curious and practical: deep enough to reveal what matters, clear enough to move work forward.

If you’d like to discuss collaborating just say hello you can find me here 📧
Or if you’re local I work from the wonderful Drop In in Hackney

WORK EXPERIENCE

Insights Director → Freelance, 2017-Present
Project Director → Flamingo, 2013–2017
Editorial TV Researcher → Freelance, 2009-2013