Expertise | Insight, Ethnography, Culture.
Research Lead | Let’s Go
Ethnography, insight synthesis and concept creation on projects to create new business models, products and services. Projects include helping CRUK build new fundraising offers, helping Cafe Direct enter a new market and working with Tetra Pak on their growth strategy.
Across my career I’ve completed numerous independent projects working with innovation houses such as Happen and Human Innovation. Alongside ghost-writing books and content, copy-writing and workshop facilitation.
WHY I LOVE WHAT I DO
With an academic background in Philosophy and Psychology and a trained empathic counsellor I enjoy getting to the human truth behind challenges. Nuance is subtle but crucial to making the right decisions in order to drive change.
A BUSINESS RESULT I'M PROUD OF
On a project for a leading UK health charity I was part of developing a new fundraising proposition- launching in Q4 2016. We used ethnography to get under the skin of how people think and feel around their charitable giving. The solution is a new model that connects people to their personal motivations, and testing suggests it will build loyalty as well as attracting more gifts.
A BUSINESS REINVENTION I ADMIRE
As markets shift and technologies evolve, companies need to evolve with them. British Petroleum has always been focused on oil as its core business but as it became evident oil was a limited resource it shortened its name to “BP” and began to use the tagline, “Beyond Petroleum.” They saw that oil could not be their core business forever and they would need to become an energy company, not primarily an oil company. Now, though their main focus is still oil they are playing a key role in supplying natural gas as well as investing at scale in Brazilian biofuels.