Raw Human Insight
I believe the most effective way for a business to succeed is by deeply understanding consumer behaviour. Every project begins with getting close to the audience. But listening alone isn’t enough. While research reveals the data, Strategy turns it into something useful, actionable, or inspiring.
what I can do for you
Cultural insights & Qualitative research
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Research Moderation
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Strategy and Sensemaking
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Brand purpose
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New product development
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Creative development
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Packaging design
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Segmentations
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Cultural insights & Qualitative research • Research Moderation • Strategy and Sensemaking • Brand purpose • New product development • Creative development • Packaging design • Segmentations •
Stand Out Projects
The Future of Agility
01.The client wanted to become the most inclusive sports brand in the world, but it needed a deeper understanding of adaptive athletes and their needs. Bringing together a group of athletes with different abilities, across a variety of sports, I investigated how they train and compete. Focused, hands-on research uncovered their frustrations and workarounds, and helped the sportswear brand think of new ways to design for this audience.
The Invisible Generation
02Women over 60 are often overlooked by the beauty industry, but the client wanted to change that. I set out to understand the “invisible generation,” travelling across the US to meet incredible women. I listened to honest conversations about ageing, shifts in confidence, daily routines, and personal self-expression.
The insights gained were deeply eye-opening, often shared through laughter and tears. This project reshaped how the company thinks about, and designs for, a generation that has long felt forgotten.
The Motherhood project
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