About Me...
Setting Research Direction
See the Whole System
Close the
Empathy Gap
Synthesise Complexity
Reduce Uncertainty
I'm a Research & Strategy Leader with 15+ years helping organisations bridge the empathy gap between what users need and what businesses aim to achieve. I bring 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 to inform strategic decisions: understanding what problems are worth solving before solutions are defined, diagnosing opportunity and risk, and ensuring decisions are grounded in evidence.
While my titles have often sat in Product, my remit has consistently been research and strategic direction, leading discovery, shaping propositions, and providing clarity for decision-making across product, commercial and operations.
How I Help
I start with the whole picture, uncovering user needs, understanding systems and workflows, 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.