I design and conduct in-depth qualitative research that gets to the heart of how people think, feel and behave. From interviews and group discussions to in-context ethnography and real-world immersion, I uncover the lived experiences, motivations and cultural dynamics that that give organisations a deeper understanding of the people they serve.

I interview cultural practitioners, academics, industry insiders and frontline specialists to bring depth, challenge and context to projects. These conversations help sharpen hypotheses, sense-check assumptions and access a big picture view of key issues.

I analyse culture, media, behaviours and signals to help brands understand what’s shifting — and why it matters. Using cultural frameworks, semiotics and desk research, I decode patterns and emerging meanings to keep organisations relevant, resonant and future-facing.

I recruit thoughtfully and intentionally for every brief — from niche communities and subcultures to specific life stages, demographics and hard-to-reach groups. My approach prioritises fit, depth and curiosity over convenience, ensuring rich conversations with the right people.

I translate research and cultural understanding into clear strategic direction. Whether refining a brand’s positioning, mapping opportunities, informing creative development or shaping early-stage innovation, I turn complexity into clarity — grounded in real people and real culture.

Based in London and working internationally, I’ve led research across multiple markets and cultures. From fast-paced UK projects to global studies with distributed teams, I balance local nuance with a wider cultural and commercial perspective.