Some of the work I’ve done
Using qual to shape Zoopla’s next move: B2B brand strategy
In 2022, Zoopla were looking to launch a new B2B proposition, so I used a detailed qual research approach to assess its viability. I then used what I’d learned to make suggestions on how they should refine their portfolio strategy, position the service, and how the brand should show up, setting the stage for a successful market entry.
Establishing a marketing effectiveness programme for Yeo Valley Organic
When I joined Yeo Valley, there was no consumer insight function. Within six months, I set up a comprehensive insight framework, including brand tracking, semiotics, qual research, pre-testing and econometrics to fuel smarter marketing decisions. I also set up regular reporting and info-sharing systems, bringing the team closer to our consumers and enhancing our marketing strategy.
Crafting a cutting-edge segmentation for Swarovski
Whilst at Hall & Partners, I worked with the analytics team on a mixed research plan to create a market segmentation for Swarovski, delivering tailored product and contact strategy recommendations. This helped them fine-tune their marketing, boost their presence, and up their customer engagement across 8 markets.
Re-imagining Lloyds’ customer loyalty strategy
I played a key role in reshaping Lloyds Banking Group’s future customer loyalty strategy by creating a set of brand loyalty principles. This led to better customer connections and more effective loyalty programs, boosting long-term engagement and retention.
Overhauling Freeview’s brand strategy
When Freeview launched Freeview Play, I re-wrote their brand strategy to fit with Freeview HD and Freeview+. I also gave them a clear and unified brand architecture, which streamlined management of their growing lineup and laid the foundation for future product launches.
Exploring new brand horizons for Lovecrafts
A wonderful client to work with, I designed and rolled out a qualitative research framework to explore different brand territories for Lovecrafts. I went on to help them re-define their purpose, mission & brand proposition, and shape their two-year brand strategy and messaging matrix.
Revealing hidden brand truths for TK Maxx
When TK Maxx was my client at H&P, they were concerned their fashion credentials weren’t being recognised. Working with the analytics team, I used an Implicit Response Technique (IRT) to uncover subconscious perceptions of the brand’s fashion identity. These insights gave TK Maxx the evidence needed to refine their positioning, and go on to build stronger, more authentic connections with customers.
A brand stretch case for The Ambition Institute
In 2023, as The Ambition Institute prepared to break into the teacher training market, I led a comprehensive assessment of expectations from current and prospective clients. I identified key opportunities and challenges, and demonstrated why Ambition was perfectly positioned to make the move. My recommendations on how to flex the brand, craft messaging that would resonate, and adapt their visual identity, paved the way for a bold market entry.
Revamping marketing performance measurement at Yeo Valley Organic
At Yeo, I revamped how we set and tracked annual KPIs, leading to much clearer performance metrics. This helped us get a better grip on our comms performance and made our annual planning way more effective.
Dialling up the impact of Yeo Valley’s comms
Yeo Valley Organic initially got in touch because they wanted a fresh perspective on their YeoGotThis! campaign. Through in-depth interviews and pre/post-interview tasks, I confirmed the campaign’s effectiveness and brand fit, but recommended boosting the fun factor in a way that felt uniquely ‘Yeo’, and moving away from any messaging that came across as judgemental. These insights helped refine the campaign, ensuring it resonated more deeply with their audience, and secured me a permanent role with Yeo a few months later.
Designing target personas for Lloyds Banking Group
At LBG, I developed detailed target personas for their new customer segments. This revamped their market understanding and helped them create more personalized marketing to better connect with customers.
Transforming Freeview’s retail game
Whilst at Freeview, I led a comprehensive review into their retail strategy, looking at everything from point-of-sale and co-marketing, to field team activities and staff training. This shake-up helped cut costs and boost efficiency, making operations smoother and more effective.
Building Heirloom’s target customer blueprint
I designed and led an interactive workshop for the inspirational founders of Heirloom, a retail start-up, using exercises to craft a detailed and actionable profile of their ideal customer. This hands-on session provided the insights they needed to shape their brand around their core audience.
Market scoping & business case development for Masterclassing
In 2020, Masterclassing needed to assess the viability of a new business proposition. In investigating potential scale, pricing strategies, the competitive landscape and brand fit, I gave them a detailed business case to guide their decision-making with clarity and confidence.
Creating a brand for a client’s next chapter
In 2021, my client, a learning and development consultant, was struggling to find a website design that truly represented her business. As we talked, it became clear she wasn’t just looking for a website; she needed a brand that could reflect key changes in her services, help her get noticed and tell her story in an authentic way. I started by running a 1-2-1 creative workshop, during which I used various qual techniques to get under the skin of my client’s values and how she wanted to come across in the world. I then played this back and used the findings to define her vision, mission, values and positioning, before going on to refocus her website based on her client groups. I also created a simple visual identity and set of tone of voice guidelines, empowering her to manage her brand with confidence as her business grew.