Ali began her career in market research at NOP Corporate & Financial (now GfK) in 1993. She then worked at Research International (now TNS) and MORI Financial Services (now Ipsos MORI) and led Consensus Research (now part of Breaking Blue) before joining Jigsaw Research in 2007.Ali's passion for financial services research has remained strong throughout her career. She continues to focus on research in this and the public sector, particularly with regulators. The industry's ever-changing dynamics and complexities keep her engaged and challenged.As an experienced qualitative researcher, Ali is particularly interested in the retirement sector and specialises in researching vulnerable customers, valuing the opportunity to bring their specific challenges to life for providers.Ali has presented and authored papers at conferences, including MRS, BIG, Insight & AURA, on topics such as the impact of new entrants on traditional financial services, consumer decision-making in financial product purchases, financial services branding, business customer retention, researching intermediaries, understanding financially vulnerable households, and the benefits of an ethnographic approach.Expertise: Financial Services Research, Qualitative Methodologies, Brand and Communications Research, NPD/Concept Testing Research, Vulnerable Audiences, Retirement/Later Life.