Available for work on a freelance contract/interim basis in both client-side and research agency roles. Long experience in FMCG consumer and shopper qualitative and quantitative insight roles both in the UK and internationally (developed and developing markets). Particular expertise in segmentation, market sizing/volume forecasting, communication/advertising research, marketing mix modelling, NPD/concept testing, equity measurement and continuous research (retail panel & household panel).

Consumer insights leader for the Britvic Fruit Shoot Brand

A Global role working remotely from the UK, reporting into Consumer & Market Knowledge managers at Duracell Global HQ in USAResponsible across all regions for development and qualification of Duracell’s product and commercial initiatives and for optimization of marketing plans via ROI studies including marketing mix modelling and other in-house toolsIn-market tracking of initiative performance versus targets

A senior role designing, commissioning and managing ad hoc consumer and shopper research for Duracell across W. Europe, including NPD, consumer receptivity, brand equity, U&A, consumer/shopper segmentations, concept testing, packaging redesign evaluation, Millward Brown Link testing and advertising tracking studies, virtual shopping tests, eye-tracking research, price sensitivity analysis, qualitative focus groups, ethnography studies, etc.Directly managing one direct report and with dotted line responsibility for one Business AnalystManaging with the help of the Business Analyst, continuous retail audit, scanning and household panel data for the batteries category across all marketsProducing both regular and customised analyses of Nielsen/IRI/GfK retail data for Duracell internal customersWorking with local research managers to produce battery Trade Flow and forecasting models across 16 markets as part of annual Business Planning process: market growth estimation, predicting offtake, tracking trade stock evolution, evaluating shipment targets, etc.Running marketing mix modelling studies for marketing plan evaluation/optimization

Supervised a network of local MR personnel across Africa, M. East, Africa, former USSR, E. Europe and Indian SubcontinentResponsible for commissioning directly from AMEE HQ foundational ad hoc research studies, using a network of local fieldwork suppliers and UK-based data processing houses to maximize potential of limited resources & budgetEnd to end management of all stages of research design, fieldwork briefing and analysis retained in-house to maximize efficiencyIncorporated business analysis function, managing and analyzing continuous data from Nielsen, MEMRB and AMERMarket size estimations and forecasting5 Gillette business units covered: Blades & Razors/Personal Care; Braun; Stationery (Parker/Papermate/Waterman); Duracell; Oral CareFrequent market visits to observe audit agency staff during manual retail audits and to visit the trade or discuss research-related business issuesAchievements:Established a regular regime of blade & razor U&A studies on an annual or two-yearly basis in all major AMEE markets using questionnaire design developed in-houseAchieved major cost reductions in ad hoc research by farming out the studies to good value local suppliers and cutting out European co-ordinating agenciesBrought about significant improvements in retail audits through close scrutiny of manual auditing standards in the markets

In a two-handed partnership with the Czech Managing Director, used Russian language skills and regional expertise to sell research consultancy in the East European region under the MAI brand nameScreening potential suppliers in these developing marketsWriting project proposalsDesigning projects and writing questionnairesWriting analysis specifications and checking dataRunning interviewer briefings in English and RussianWriting up projects and presenting to clients

Joined as Graduate trainee 1986, working in Social & Political research division, then face-to-face random omnibusLater moved to telephone omnibus section, managing the UK weekend omnibus and ad hoc studies across Western EuropeMoved into the Business to Business division, then international research, making extensive use of language skillsRan major projects for the Sports Council, Monopolies & Mergers Commission, Saatchi & Saatchi, IBM and many more

Taught French in the boys' school up to A and Level Oxbridge Entrance ExamIntroduced Russian in my last year, and got all 6 students to Grade A 'O' Level in one year