About Me...
Setting Research Direction
See the Whole System
Close the
Empathy Gap
Synthesise Complexity
Reduce Uncertainty
I'm a Research & Insights Leader with 15+ years' helping organisations understand complex user needs, systems and markets to inform confident product, data and AI strategy decisions. I bring a background in health psychology and behavioural economics, with 11 years in broadcast media (BBC, ITV) and 7 years in health technology.
I've also worked across publishing, government and finance, including three years embedding GDS methodology at Money Advice Service and developing user-centred design standards at the Ministry of Justice. I specialise in mixed-methods research in complex, multi-stakeholder environments where evidence needs to cut through noise and help people move forward with clarity.
Research & Strategy Leadership
My career has centred on using research and insight to create strategies that inform business decisions: understanding what problems are worth solving before solutions are defined, diagnosing opportunity and risk, and ensuring decisions are grounded in evidence.
I work across product, engineering, data and commercial teams. I understand how propositions are shaped, what evidence lands at different decision points, and how to position insight where it influences outcomes.
How I Help
I start with the whole picture, uncovering user needs, understanding systems and workflows, data patterns, identifying risks and opportunities, then focus on the details that create friction or missed value.
I translate complex research into strategic direction that shapes investment, policy and decision-making. I'm strategic and also hands-on, particularly where problems are complex, constraints are real, and good judgement matters as much as methodology.
Life Outside Work
I'm based in Edinburgh, where I love the history, green space and beaches. When I'm not working, you'll find me swimming in lochs or the sea, or exploring Scotland's outdoors.