I head our research team, working across clients to set their reputational strategies, on the basis of deep qualitative research and data analysis. Our clients increasingly need to understand the expectations of their consumers, stakeholders, investors and employees, and to deploy that understanding across their businesses. Research answers those questions.
I use a range of tools – including deliberative focus groups, in-depth interviews, quantitative message testing, audience segmentation and regression analysis – to base clients’ strategies in deep and robust evidence. I have advised National Grid on positioning itself as a driver of climate action; Primark on the relationship between its supply chain ethics and its commercial success; and the Labour Party in the run up to the 2015 general election.