Experience

Research & Insights Consultant

Independent | Edinburgh, UK | 2025–Present

I work with technology companies across Canada and Europe, leading research across market, customer and product questions. I partner with Product, Marketing, Commercial and leadership teams on projects ranging from customer strategy and product development to go-to-market decisions and research operations.

• Lead mixed-method market and customer research, combining quantitative and qualitative approaches to understand customer behaviour, needs and opportunities for growth.

• Advise Product and Commercial teams on customer needs, product direction and B2B strategy, including research with retailer and brand partners.

• Lead primary market research into emerging consumer and industry trends, translating findings into thought leadership, executive insight and commercial content.

• Build research operations and continuous-discovery approaches that improve access to customers and bring stronger evidence into decision-making.

Senior Research Manager

Flipp Operations | Toronto, Canada | 2020–2025

Led B2C and B2B research across market, customer and product questions, partnering with Product, Marketing, Commercial and senior leadership across North America and Europe.

• Independently led large-scale segmentation programmes across Canada and the US, combining representative surveys of 4,000 consumers, cluster analysis and 50 interviews to build a new understanding of existing customers and wider market opportunity.

• Established foundational customer research across 11 consumer apps in four European markets, combining qualitative, survey, cluster and behavioural analysis while establishing GDPR-compliant research channels and coordinating local-language partners.

• Led rapid B2B research with 40 retailers in three weeks, bringing direct customer evidence into the roadmap for a new SaaS product ahead of launch.

• Led mixed-method research around a high-stakes product integration following an acquisition, identifying retention risks that subsequently emerged in customer feedback. Implementation of the highest-risk feature was followed by an 85% reduction in related negative feedback within one month.

• Led primary market research into shopper and retail trends, producing the research behind eight B2B reports in 2025, generating 1,775 downloads and supporting executive speaking engagements and industry partnerships.

• Built research operations spanning participant access, international research logistics, vendors, compliance and continuous discovery.

Research Manager

G Adventures | Toronto, Canada | 2018–2020

Led global B2C and B2B research with travellers and travel agents, partnering across Product, Marketing, Creative and Commercial teams to inform product development, customer experience and positioning.

• Built and managed global research panels of 25,000+ travellers and 1,000+ travel agents, providing consistent access to B2C and B2B customers across core international markets.

• Led mixed-method research informing the development and positioning of new travel products, including National Geographic Family Journeys, Wellness Tours and Day Tours.

• Led global research for a major redesign of a key B2C and B2B sales asset, balancing the needs of travellers and travel agents across North America, Europe, South Africa and Australia.

• Independently managed continuous research throughout the redesign, coordinating surveys and interviews with international travel-agent partners and translating customer needs into Jobs to Be Done for the creative team.

• Partnered with Planeterra to redesign research assessing the environmental and community impact of tourism partners, contributing to impact reporting and responsible-travel communications.

Research Manager

BMO Bank of Montreal | Toronto, Canada | 2017–2018

Led quantitative and qualitative customer research across Personal and Small Business Banking, supporting product, customer experience and marketing decisions in a regulated environment.

• Led mixed-method research across customer experience, product and proposition questions.

• Led research with small-business customers across Canada, identifying regional differences in customer needs and informing more localised marketing strategy.

• Managed external research partners and large-scale customer research programmes, including national customer satisfaction tracking.

Earlier Research Experience

Lecturer in Psychology

York University | Toronto, Canada | 2016–2017

Designed and delivered undergraduate Psychology courses to classes of 200+ students, translating complex behavioural science into clear and engaging teaching.

Research Consultant

Qualcomm | Toronto, Canada | 2015–2017

Designed and conducted experimental research into human perception and visual experience, applying behavioural research and quantitative analysis to emerging technology questions.

Postdoctoral Researcher

Defence Research & Development Canada | Toronto, Canada | 2015–2017

Conducted applied human-factors research supporting the Canadian Armed Forces, spanning experimental design, quantitative analysis and the evaluation of emerging technologies.

Research Expertise

Market & Customer Research Market opportunity · Segmentation · Customer behaviour · Jobs to Be Done · Customer journeys · B2B research · Thought leadership · International research

Quantitative Research Survey design · Sampling · Statistical analysis · Cluster analysis · Behavioural data · Customer satisfaction & tracking

Qualitative & Product Research In-depth interviews · Focus groups · Diary studies · Concept testing · Usability testing · Continuous discovery

Research Operations Research strategy · Participant panels · Recruitment · International research logistics · Vendor management · Research enablement · GDPR & compliance

Education

PhD Psychology York University | Toronto, Canada | 2015

MSc Cognitive Neuropsychology University of Edinburgh | Edinburgh, UK | 2011

BSc Psychology University of Stirling | Stirling, UK | 2010