Portfolio
Customer Research
I blend qualitative depth with quantitative rigour to build segmentations that give teams a clear, actionable view of their customers. By combining real human stories with analytics and AI, I uncover patterns fast and bring them to life across the business.
The result: clear, shared view of customer Jobs To be Done that drives strategy without losing the nuance.
Octopus Money
Quant Segmentation
2025
Octopus Money had built out personas through qual research, but before embedding in their strategy, the leadership team wanted to Qualify and quantify the commercial opportunity behind each
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In less than a week developed a quick-and dirty quantitative segmentation, enabling the business to size each key persona. I also developed a repeatable method of allocating customers to personas, enabling targeting and tailored communication
Reckitt Benckiser
Quant Segmentation
2025
Reckitt are on ​track to underpin growth strategies for their priroity categories on Demand Centred Growth segmentations.
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I managed the development, analysis and strategic deployment of large-scale consumer segmentations across four continents, and two key categories (Gastro and Air care)
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​​I led engagement of cross-functional Global and local R&D, Category, Marketing, and Sales teams to develop innovation, brand messaging and retail strategies relevant to their business needs and consumer contexts.
Translink & SaveOnFoods
Foundational Qual research
2021
At Deloitte, I led teams of Researchers and strategists to conduct the research that underpinned Customer strategy development
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TransLink: We conducted qualitative and quantitative research to develop Traveler mindsets and Journey maps that underpinned TransLink’s customer action plan (TransLink is Metro Vancouver’s transport agency)
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Save-on-Foods: Qual research (+30 interviews across 3 provinces) to flesh out quant segments and identify biggest CX opportunities, and facilitation of customer strategy sessions