My studies in psychology took me to Canada to complete my PhD. When I left academia, I took the curiosity about people with me. Since then, I've built my experience across a variety of organisations - a global bank, a purpose-driven travel company, a retail tech organization - and that variety is what keeps the work interesting.

My CV

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Research Consultant - Freelance

Based in UK, with clients in Canada, UK & EU.

Working independently with clients across the UK, Europe and Canada, delivering UX and market research across product and strategy.

Primary clients: Flipp (retail tech - North America), Shopfully (retail tech, Europe).

Senior Research Manager at Flipp Operations

SaaS, Global B2C & B2B ‍

2020-2025

Consumer app and SaaS retail tech platform across North America, Europe and LATAM.

Summary

  • Led B2C and B2B research strategy for Product and Market Insights

  • Player-coach role: leading a small team, defining strategy, and executing end-to-end projects

  • Built research practices from ground up in Europe

Leading the research

  • Owned end-to-end UX and market research across a consumer app and B2B SaaS platform; operating as a one-person function before building and leading a small team.

  • A player-coach throughout: setting strategy, managing the team, and still getting into the detail of the work myself.

  • Set research priorities and resourcing across competing business needs, making sure the highest-impact questions got the right attention at the right time.

  • Following a merger, introduced research to European product teams for the first time: running advisory sessions up to CEO level, and embedding fresh, relevant insights directly into live projects rather than handing over decks and hoping they'd land.

The work itself

  • I covered a lot of ground: UX and market research, Sales thought leadership and revenue-driving asks, VP-level requests, and everything in between. A big part of the role was knowing where the highest-value opportunities were and making sure those got the attention they deserved.

  • Delivered three large-scale segmentation, persona, and Jobs To Be Done frameworks across Canada, the US, and Europe, giving teams a shared language for users and driving product decisions.

  • Regularly delivered strategic research directly for the leadership team, including work that informed M&A scoping and post-integration decisions.

Building research capability

  • Enabled Product Designers to run their own day-to-day user research through frameworks, templates, and coaching, scaling quality insights with the designer cycle without becoming a bottleneck.

  • Built research operations from scratch in both North America and Europe: covering compliance, vendor management, tooling, and recruitment, including establishing GDPR-compliant practices following a merger in Europe.

Market Research

  • Led a market research and thought leadership programme that produced reports downloaded 1,775 times in 2025, and yielding partnerships with the Retail Council of Canada and the U.S. National Grocers Association.

Research Manager at G Adventures

Travel, Global B2C & B2B

2018-2020 (Redundancy due to covid-19) Small group tours, focused on responsible travel.

  • Led a lean, two-person research team with global scope: covering traveller and travel agent journeys across cultures, markets, and languages.

  • Built and ran two global research communities (travellers and travel agents), enabling continuous discovery at a scale that a two-person team otherwise couldn't sustain.

  • Informed the development of multiple new tour lines - including a National Geographic partnership - using research to guide what to build, who for, and how to position it.

  • Led a global brochure redesign with travel agents across six countries; the format they landed on is still in use today.

  • Partnered with Planeterra (G Adventures' non-profit arm) to redesign their vendor impact surveys; work that continues to feed their annual Impact Report.

2017-2018

Global financial institution based in Canada

Research Manager at Bank of Montreal

Finance, Canada B2C & B2B

  • Embedded across two product teams - Personal Banking and Small Business - leading customer research to inform product and policy decisions in a regulated environment.

    • My favourite project: I led research into the impact of late fees on customers; findings directly influenced the introduction of a one-time fee forgiveness policy across the bank.

  • Took on ownership of the national NPS program for Retail Banking, coordinating with Ipsos on data collection and methodology, and translating results into reporting for VP-level & regional leaders across Canada.

Research Associate at Qualcomm & York University

Display Tech Standards

2015-2016

  • View the paper here

  • Research Associate on a Qualcomm and York University partnership, splitting time between Toronto and San Jose to deliver a large-scale human factors study that redefined VESA standards for display stream compression.

  • Owned full execution of the methodology: hiring and managing research assistants, recruiting hundreds of participants, and maintaining rigorous protocols throughout.

  • Synthesised findings into technical insights for Qualcomm engineers, culminating in a published paper and presentations on the industry conference circuit.

Lecturer in Psychology at York University (Toronto, Canada)

  • Lectured 2nd year Undergraduate course - designed and delivered content to >200 students per session.

Post Doctoral Researcher • Defence Research & Development Canada and York University

  • My postdoc was a joint project with York University and DRDC Canada where we investigated how pilots in the Royal Canadian Air Force use 3D visual cues to judge altitude.

Education

  • PhD Behavioural Psychology • York University (Toronto, Canada)

  • MSc Cognitive Neuropsychology • University of Edinburgh (UK)

  • BSc Psychology • University of Stirling (UK)