A qualitative research specialist working with leading brands across Australia, Asia and UK over the past 10 years. The focus of my work has been on brand strategy, innovation, U&As and communications development. I have lead a range of mixed discipline projects including large scale U&As, product development studies and attitudinal / behavioural segmentations. My passion lies in interpreting the broader context of consumers lives and the impact this has on decision making and brand engagement. Motivational research techniques have allowed me to dig deeper into the sub-conscious connections people have with brands and unlock the imprints that hold the key to develop long term brand strategy. I always strive to think differently, using innovative tools to immerse clients in the realities of consumers lives - from food market safaris and in-home cook-alongs, to product testing clinics and consumer co-creation workshops. I have a Bachelors of Business from Leeds Beckett University in the UK and Post-Graduate Professional Diploma in Marketing accredited by the Chartered Institute of Marketing.
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