I began my career in traditional consumer research in 2000 within a full service market research agency. Following a stint in client side strategy for BACs (the Bankers, Automated Clearing Service) I accepted a position within the Interactive Marketing Department at PlayStation. Here I helped implement the company’s web analytics system and managed the Search Engine Optimisation (SEO) programme for all European PlayStation.com properties. I also provided audience insight and competitor intelligence to the business.

I became most interested in understanding our use of the Internet whilst working at PlayStation and it was here that I realised how little ‘digital’ specific insight was then available to brands and organisations. After leaving PlayStation I moved to AKQA and then Dare, two of the country’s most successful digital agencies. I set up Research and Insight departments in both agencies which were specifically designed to help drive strategic thinking through genuine consumer insight. During this time I also pioneered a new methodology for measuring the impact of mobile brand activity on consumer perception and in 2008 authored an “acclaimed white paper” researching trends in attitudes towards and usage of mobiles in the US and UK on behalf of AKQA and dotMobi.

I have also worked as Digital Planning Manager for The Telegraph and as part of their Strategy Team was tasked with driving best practice strategic planning in the marketing process and championing the digital consumer. 

Having spent the last couple of years with IBM I now work as an independent consultant supporting businesses through the digital transformation process; ensuring that the overall vision is clear from a Customer, Technology and Business perspective. From research through to roadmap and everything in between!