Portfolio & CV
Turning Insight into Impact
These case studies show how I uncover what truly drives consumers and translate those insights into strategies that deliver growth — from repositioning brands to unlocking new channels.
Differentiating with quality
When private labels began dominating the category on price, I led consumer insight research to uncover what “quality” truly meant to shoppers. By combining surveys, focus groups, and segmentation analysis, I identified where private labels fell short — consistency, durability, and trust. These insights shaped a brand repositioning around “quality you can trust”, supported by transparent proof points and targeted messaging. Within six months, the strategy drove a 7% lift in brand consideration among key segments and helped the brand regain share in the premium tier.
How to win Christmas
At a leading supermarket, I used consumer and shopper insight alongside performance data to uncover what truly mattered to customers at Christmas — from festive traditions and premium quality to value and convenience.
These insights shaped a winning proposition that guided product ranges, campaign messaging, and in‑store experiences. The result was the supermarket’s best‑ever Christmas sales performance, with stronger customer satisfaction and a clear edge over competitors during the most critical trading period.
Unlocking growth in Convenience
I designed and led a multi‑country global study combining quantitative and qualitative research to understand how and why people shop in the convenience channel. By developing a shopper missions segmentation, I identified the key occasions driving trips — from top‑up to food‑to‑go — and analysed which missions were most profitable. These insights gave the retailer its first holistic view of convenience shopping behaviour, guiding assortment, pricing, and store format strategies to target the right missions and unlock new growth opportunities.
From Afterthought to Centrepiece
I uncovered that shoppers often forget to buy drinks at Christmas unless they are shown how to drink them and when. Using this insight, I helped shape a TV campaign built around cocktail serves and drinking occasions, which ran year‑round to build memory and relevance.
By linking the brand to popular cocktail moments and leveraging festive micro‑moments, the campaign made the drinks brand top‑of‑mind, boosted Christmas sales, and strengthened its year‑round association with cocktail culture.
Winning in Quick Commerce
I developed a five‑year strategy to help a leading drinks brand grow sales in the emerging quick commerce channel, including Deliveroo, Just Eat, and Uber Eats. Using a mix of qualitative and quantitative research, I explored consumer and shopper behaviour, the missions and occasions driving purchase, and how people navigated the apps. By mapping the shopper journey and identifying the most profitable missions, I delivered the brand’s first comprehensive quick commerce roadmap to improve sales incidence.
From Commodity to Premium
I led research to understand what consumers saw as “worth paying more for” in juice, at a time when private label competitors were viewed as just as good — and cheaper. Using a mix of research methods, I uncovered the attributes that truly differentiated branded juice, such as naturalness, provenance, nutritional benefits, and innovation in blends. These insights shaped a repositioning strategy that emphasised premium cues and storytelling, helping the brand defend its premium tier and shift consumer perception from commodity to value.