Case studies.

I work with a range of brands and institutions to help them gain the human understanding they need to change and succeed.

My approach always starts with helping frame the questions clients need to answer before considering how best to answer them.

Spotify

Global youth trends

Qualitative research with 16-28 year olds in New York, Sao Paulo, and Jakarta. The research helped the Spotify insight team understand if and how streaming services can facilitate community in these markets. Data was collected remotely online and reported via a bespoke micro-site to the global Spotify team.

Agency: ON ROAD

Westfield

Ethnography / strategy

Qualitative ethnographic interviews with a mix of high-net worth shoppers. We spent time with the shoppers observing how they perceived luxury brands, the shopping experience and how it fit into their broader lives. 

Agency: Populus

BT

Brand identity / semiotic analysis / sonic identity 

Supported creative research for the BT visual identity rebrand. This involved moderating creative consumer workshops, semiotic analysis of BT brand assets and moderating sound abstraction workshops unpicking consumers associations with branded sound. 

Agency: Populus 

BBC

Audience research  

Working with the BBC iPlayer team to help them understand young audiences usage of SVOD & BBC iPlayer. Qualitative depth interviews with target audience (children and young people aged 4-18) and combined qualitative findings with quantitative analysis. 

Agency: Discovery

Nectar (Sainsburys)

Qualitative / Semiotics

Testing the response to the nectar rebrand with trial consumers on the Isle of Wight. Spent time in situ with consumers to capture feedback on the brand and conducted formal focus groups comparing the old and new brand. Semiotic analysis conducted to comparing the old and new logo design to assure the new brand aesthetics aligned with the brand goals.

Agency: Discovery

HMCTS

UX Design / Social research

Lead the research into government digital service design for HMCTS. User interviews with multiple disadvantage service users which helped build UX solutions for HMCTS digital services.

Agency: Revolving Doors

Videography.

Video can be a powerful way to conduct and communicate research findings. I’ve collaborated with a range of agencies and social research groups to produce a number of short films.

I believe that participants themselves are the most effective story tellers, so wherever possible I try to include participants in the production and editing process.