A researcher for more than 25 years, I relish every chance to draw from the full range of both quantitative and qualitative research methods in order to answer the questions posed by my clients, to generate actionable insights, and to deliver measurable recommendations. My role as Senior Consultant provides me with an excellent opportunity to utilise my extensive knowledge of quantitative research in particular, contributing to the exceptional work being done by my colleagues.
In past agency roles, I've led programmes of research, both large- and smaller-scale, for a wide and varied range of both public and private sector clients, ranging from broadsheet newspapers to supermarket chains; financial institutions to major alcohol brands; and telecommunications providers to communications regulators. These research programmes have included elements of segmentation, brand tracking, sponsorship evaluation, customer satisfaction and loyalty tracking, as well as monitoring delivery against KPIs for experience points and the business as a whole.
Before joining Foolproof, I managed two large-scale projects for the BBC and RTÉ, collecting opinions on TV and radio content, building up a large and comprehensive databank to enable each to assess their output on a channel, genre, title, and even episode level against core metrics for both content and the organisation as a whole.
To facilitate the use of statistical analysis techniques, go beyond just counting and instead to look at the relationship between those numbers and what is driving them, I have fine-tuned my ability to design measurement which will not just allow for the collection of maximum quantity of response, but also optimal quality and usability of this response.
Central to everything I do as a researcher is a fundamental focus on not just collecting data from consumers, but on gathering opinions from people. Behind all of those opinions, and the choices which they inform, are beliefs, motivations and drivers which it is the duty of the consultant to understand. That understanding can only come from actively listening to what people are telling us and probing down into what excites and challenges them. Only then can we help to generate improved outcomes for customer and client alike.
When I'm not exploring why people do what they do (or don't, for that matter), you'll likely find me singing with two choirs (including London's only Irish-language choir), taking my camera out for walks, indulging a long-standing musical theatre obsession or working on one of a never-ending list of writing projects.