I'm a London-based insight and strategy specialist with over 12 years' experience working with global brands on the questions that matter — I explore how people live, think and behave, how culture works and where it's heading, and translate that understanding into clear ideas and strategic direction. I regularly partner with agencies, in-house teams and founders, bringing senior expertise and fresh thinking to each project.

Most of my work involves an element of research — here I draw from a flexible toolkit that includes qualitative research, focus groups, depth interviews, ethnography, semiotics, expert interviews, desk research, cultural immersions and social listening. I synthesise insight into strategic recommendations, frameworks and presentations that give clients a clear point of view and a direction to move in. I regularly lead UK, US and global work and draw on a strong network of trusted partners when a project calls for it.

My work spans the full insight-to-strategy spectrum, from early-stage exploratory briefs to refining more strategic challenges. This includes audience understanding, cultural insight, futures and trends, creative development, concept development, brand positioning as well as comms, innovation and product strategy.