Carol has been leading complex insight, research and strategy challenges for almost 20 years – from foundational insight to reputation research, developing compelling behaviour change campaigns, to innovation, brand positioning and proposition development.

She brings experience of research for sectors as diverse as financial services, tech, public policy and healthcare. Though she works across methods, she has particular specialism in developing innovative qualitative approaches. She is an editor of the textbook Qualitative Research Practice (Sage: 2013), has published widely in peer reviewed journals, industry press, and appeared on national and regional media such as the BBC and ITV, discussing her research.