I'm a London-based researcher and strategist with over 12 years' experience exploring how people live, think and behave, how culture works and where it's heading — and translating those insights into opportunity for brands and organisations. I regularly partner with agencies, in-house teams and founders — bringing senior expertise to each project.

I draw from a flexible toolkit that includes qualitative research, focus groups, depth interviews, ethnography (online and IRL), semiotics, expert interviews, desk research, cultural immersions, social listening and data science — selecting the right mix for each project. 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 more defined strategic challenges. This includes audience understanding, cultural insight work, futures/trends, creative development, brand positioning, comms strategy and innovation/design research projects.