People
Creating truth is a wonderful challenge that demands people with a diverse set of skills and perspectives. Here are some of the people in our global team.
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Angelica Quintero
Data Semiotician
CloseAngelica Quintero
Data Semiotician
At Truth, I – once a data strategist – have learnt to see myself as a data semiotician, as someone who decodes numbers to uncover their most meaningful stories. I do this, not only by mastering data analytics and quant methodologies but also by stepping - without fear but great respect - into other disciplines, always working collaboratively with colleagues and experts.
In the environment of method neutrality Truth has created and fostered, we have also learnt that no one data set tells the whole story, that we must seek for and integrate different data sources. We are highly committed to making sense of numbers not just based on what a bar chart or a trend line tells us, but what it tells us within the context it has been thought and measured, and in conjunction with other data sources and knowledge.Blog posts by Angelica:
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Anna Noren
Brand and Marketing Strategist
CloseAnna Noren
Brand and Marketing Strategist
With over ten years experience in the research industry (from RS Consulting and Intrepid), Anna has built up a solid understanding of qualitative and quantitative research and how it should be designed, carried out and analysed to address client challenges balancing best practice with commerciality and creativity.
Throughout her career Anna has worked across a wide variety of sectors from government to telecoms, financial services, beauty/ healthcare and FMCG.
Anna is experienced in multi-discipline research B2B as well as B2C including NPD, positioning, brand and communications, campaign evaluation, customer satisfaction and segmentation.
A Swedish national, Anna particularly enjoys employing her moderation skills and her in-depth knowledge of the Swedish consumer whenever opportunity arises.Blog posts by Anna:
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Becky Taylor
Insight & Strategy Consultant
CloseBecky Taylor
Insight & Strategy Consultant
Becky has 3 years’ experience in consumer research, although her interest in understanding human behaviour extends much further and she holds a BSc in Psychology.
Her expertise lies in delivering insights that delve under the surface and enable clients to develop motivating propositions and forge a deeper connection with consumers. The weight of her experience lies in FMCG across the product and brand mix, but since moving to Truth, Becky has immersed herself in new categories and continues to expand her horizons.
She spends her spare time seeking new experiences through travel, art, and literature, and can often be found pottering around her favourite cultural hub, the Barbican. -
Carol McNaughton Nicholls
Director
CloseCarol McNaughton Nicholls
Director
With a background as a sociologist, Carol is passionate about situating people’s lived experiences within their cultural and social context, to sensitively understand the motivations and attitudes that shape decision-making and behaviour.
Carol has over 13 years of experience managing all aspects of research and insight processes in the public and charity sectors and academia. She has developed particular expertise engaging vulnerable consumers and exploring sensitive and hidden social issues, such as sexual violence, cyber-crime and fraud.
Carol loves engaging clients and stakeholders collaboratively, pragmatically and openly to develop genuinely valuable strategic outputs. Recent clients have included the Ministry of Justice, the Department of Health, the Sentencing Council for England and Wales and the Financial Conduct Authority. She regularly provides insight to inform, develop and assess national policies, services, campaigns and guidelines.
Carol joined Truth from NatCen Social Research, where she was co-head of the Crime and Justice Team in the Policy Research Centre. She manages projects across the spectrum of methodologies, and believes method-neutrality aids open and creative project design, though her particular specialism is qualitative approaches. She is sensitive to the power of good communication, including compelling debriefs, and has published, presented and blogged extensively via various channels including national television and radio; is an editor and author of the textbook Qualitative Research Practice, (Sage, 2014) and published her PhD thesis as the book, Transitions through Homelessness (Palgrave Macmillan, 2008). -
Claire Kennard
Insight and Strategy Consultant
CloseClaire Kennard
Insight and Strategy Consultant
Claire works across category, with projects that include personal care, technology, and financial services. Her work has fed into product innovation, service development and proposition repositioning, with strategic recommendations based on robust customer insights.
Claire injects enthusiasm and passion into all projects she works on. Her background in ethnography means she has a key eye for consumer behaviour from which to unlock opportunities and answer business questions. She is a confident researcher and has worked with consumers on sensitive subject matter to unlock personal experiences that inform considered steps forward.
Previous to her time at Truth Claire was part of the team that designed and developed the award winning Mathematics gallery at London’s Science Museum, a £5million project to make the subject relevant to a wider audience through personal stories. She can also tap dance. -
Florence Clark
Insight & Strategy Consultant
CloseFlorence Clark
Insight & Strategy Consultant
With an Msc in the Philosophy of Mental Disorders Flo has a keen insight into the workings of the human mind. She is deeply curious about the way in which people operate - as individuals, in groups and as consumers - and how we behave, make decisions, from attitudes and generally interact with the world, and the brands and products within it.
Flo leverages this curiosity in the human condition to help inform brand strategies and innovation, that is tailored to the audience. Her mixed methodology background, be it through ethnographic approaches, or quantitative studies, lends itself to providing the best approaches for the business challenge at hand. Flo joins Truth after 4 years with Voodoo Research, having worked with a range of clients (from market leaders to category challengers), across sectors to highlight commercial opportunities and innovation.
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Francesca Chow
Brand Strategist
CloseFrancesca Chow
Brand Strategist
Fran is an accomplished researcher and trends consultant, with over 8 years of experience across methodologies, including moderation, ethnography, workshop facilitation and trends analysis. She specializes in helping clients build and develop global frameworks to help them understand changing consumer values, attitudes and behaviours in order to leverage the future.
Having lived and worked in London and New York she has a wide variety of experience, managing national and multi-national projects and working across a range of industries including technology, FMCG, retail, beauty and financial services.
With a passion for travel and a background in trends and culture Fran is always looking to leverage her understanding of the world around her to tackle different business challenges. Fran joins us from The Futures Company, New York.
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Hannah Firth
Brand and Marketing Consultant
CloseHannah Firth
Brand and Marketing Consultant
Hannah comes from a diverse marketing and strategy background, having started her career as part of the award winning team managing the strategic global consumer PR for Shell.
She is passionate about consumer psychology and cultural understanding, holding a B.Sc. in Psychology and M.Sc. in International Marketing.
She is experienced in methodologies including ethnography, co-creation, customer journey mapping as well as social listening.
Her experience at Truth covers a variety of sectors including media, tech, retail, charity and FMCG.
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Hannah Tutt
Brand Experience Strategist
CloseHannah Tutt
Brand Experience Strategist
Hannah’s belief in putting the customer at the heart of strategy has led to her managing award-winning campaigns which enhanced brand reputation and increased customer satisfaction and engagement.
Hannah is naturally inquisitive which drives a desire to understand human behaviour, and help brands evolve and adapt to provide the best experience for their customers
She underpins her work with qualitative research, digital research and ‘culture hacking’ to identify trends, key action drivers and potential influencers contributing to an integrated, customer focussed strategy.
She is experienced in managing, recruiting and engaging with expert and influencer based communities, with an aim to reveal current and emerging category/topic trends that will be shaping businesses of the future. -
Helen Garrood
Brand and Innovation Consultant
CloseHelen Garrood
Brand and Innovation Consultant
Helen was accelerated in to the marketing industry in 2013, when she joined the prestigious graduate programme of Omnicom, one of the world’s biggest marketing networks. As part of this 16-month programme, Helen worked as a strategist in numerous agencies and across multiple disciplines within the network, including market research, brand strategy, digital customer experience and content marketing, and has therefore developed a unique range of knowledge to enable her to take a holistic approach to problem solving.
Driven by new challenges, Helen then moved into business development strategy within the network, creating innovative strategies for global brands such as Nikon, Tesco and British Airways.
With her passion for understanding human behaviour and culture, Helen joined Truth with a mission to help brands put people at the heart of their business decisions and create strategies that make real change.
In her personal life, Helen would consider herself a true Francophile and enjoys indulging in French culture whenever she can, having studied and worked in the country for quite some time. -
Katherine Oliver
Brand Strategist
CloseKatherine Oliver
Brand Strategist
Katherine has 10 years’ experience working collaboratively with her clients to shape and develop their brands drawing on the tools of qualitative and quantitative research. Whether it’s conducting ethnography, or using advanced analytical techniques, her ongoing focus is to translate her understanding of consumers’ needs, perceptions and experiences into actionable implications, delivered through concise, engaging and compelling presentations.
Katherine’s work spans a wide range of categories and markets. She is practiced in brand strategy and positioning, innovation and proposition development, category and retail strategy, audience understanding and segmentation and customer journey mapping. -
Leanne Tomasevic
Head of Truth, UK
CloseLeanne Tomasevic
Head of Truth, UK
Leanne Tomasevic runs the UK office for multi award winning agency Truth. She helped set up the company with Andy Dexter when it launched in 2007, and has played a key role in its success since then. Leanne has a particular drive for creative thinking and innovation in research.
She is also known as a passionate advocate of the use of new cultural approaches to create growth and leadership for businesses and brands, and has published a number of articles on the subject.
Leanne was also part of the Truth team that won the ESOMAR Award for Excellence 2010, and the ESOMAR Congress Best Case History 2009. She has also been nominated for a BOBI Best Customer Insight award, for cultural analysis in the healthcare industry. -
Liam Bowden
Strategic Insight Consultant
CloseLiam Bowden
Strategic Insight Consultant
Liam has a wealth of experience running projects and working with blue-chip multinationals from FMCG, finance and service industries throughout European and Asia Pacific regions.
Liam is method neutral, working across both qualitative and quantitative projects, and most recently combining methodologies in the successful delivery of multiple consumer segmentations, throughout which Liam has developed an expertise in advanced analytics and understanding the drivers of consumer desires and behaviours.
Liam has particular interest in the financial and technology industries, which has seen him work across the UK, Scandinavian, Iberia and other western European markets where he has delivered strategic and actionable insights encompassing innovation, user experience, product line strategy and product optimisation.
Prior to Truth Liam worked for a bespoke consultancy specialising in Shopper marketing throughout the Asia Pacific region, developing a passion for strategy based projects and developing a broader cultural lens. -
Louise McLaren
Director
CloseLouise McLaren
Director
Louise applies a strategic lens to whatever challenge she tackles, from financial services segmentation, to category development solutions in personal care, to retail planning for FMCG brands. She is passionate about designing innovative methodologies which go beyond objectives, and translating insights into actionable implications, delivered through sharp, engaging and creative presentation.
Her background is in strategic insight and the application of this to brand, product and proposition development and category strategy briefs. She has a particular depth of expertise in financial services and personal care, and has worked in customer management at HSBC, running one of the bank's insight teams, developing and launching a new segmentation model and distribution strategy.
At Truth, beyond financial services and personal care she has worked in consumer technology, FMCG and retail.Blog posts by Louise:
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Anthropology through the magnifying glass
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Walking around: Notes from the field
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Jugaad Innovation and how to fit a square peg in a round hole
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Re-examining the term ‘consumer needs’
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Home Truths: Why ‘smart’ tech needs emotional intelligence
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A warning for brands on the ‘court of public opinion’
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Home Truths: Cluttered homes, cluttered minds
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Special invitation to a Truth speaker event: Frugal Innovation - How to do more with less
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A customer’s plea to the car rental sector
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The Johari Window
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Truth for Good
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The invisible woman and her hidden power
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Climate Change: Finding Hope and Routes to Change
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Lucy Colclough
Insight and Strategy Consultant
CloseLucy Colclough
Insight and Strategy Consultant
Lucy graduated with a First in Spanish and History from the University of Southampton in 2016. She loves exploring new countries and cultures and has lived and worked in Madrid. There she was able to indulge her passion for history while working in an art museum and a spell as a bookseller contributed to her ever growing mountain of books.
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Mark Thorpe
Director - Commercial Development
CloseMark Thorpe
Director - Commercial Development
Mark has been researching for close to twenty years and has extensive experience of consumer, shopper, retail and branding research. He has a PhD in Sociology and Social Anthropology (where he developed his ethnographic skills), is a Certified Practitioner in Neuro-Linguistic Programming and is an Honorary Fellow of Exeter University.
Mark is passionate about material cultures in essence what meanings 'things' have and how (and why) these meanings emerge in the ways that they do.
He has also worked extensively in retail and has set-up departments specialising in moments of truth work. In particular, he enjoys understanding the decision-making process and customer journey.Blog posts by Mark:
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Amnesia: Memory in a culture of forgetting
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The call of the sirens
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Analogue lives, digital worlds
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Neuroscience or neuromania?
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Supermarket gloom: An example of cultural engineering in action?
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Pathfinder: an adventure at the intersection of design and business
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What is this thing called ‘culture’?
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Culture-Hacking everyday life
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The 12 Truths of Culture-Hacking – Part One
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The 12 truths of Culture-Hacking – Part Two
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The 12 truths of Culture-Hacking – Part Three
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Retail Week Win
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Another piece in the Jigsaw?
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Revealing Perspectives: A showcase of previous Cultural Intelligence award submissions
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Customer experience and journey mapping at Truth
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The rights and wrongs of customer experience: a personal odyssey
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Patrick Massey
Strategy Director
ClosePatrick Massey
Strategy Director
Patrick comes to Truth with 15 years experience in marketing and insight (at Intrepid, Quadrangle & NOP).
He has extensive sector experience in both the UK and abroad working for brands such as Nokia, Microsoft, MSN, Intel, GE, LG and O2 on contextual enquiry and innovation projects.
He has been a regular conference speaker at industry events such as Internet World, Social Media World Forum, Technology for Marketing & Advertising, MRS, BIG and others.
He directed a project that won the MRS Effectiveness Award for Application of Research in 2005 and he has been nominated twice since then. -
Sarah Ashley
Insight and Strategy Consultant
CloseSarah Ashley
Insight and Strategy Consultant
Sarah is a passionate Insight Consultant driven by a deep curiosity about human culture and behaviour.
Before joining Truth Sarah began her career on the Brand Strategy Graduate scheme at Landor Associates (WPP), before joining the Consumer team at Kantar TNS, specialising as a Quantitative researcher.
Sarah’s experience ranges cross sector, from Retail to Healthcare, but she has worked most extensively in the FMCG category – including managing a programme of Global Innovation protocols for a major International beverages brand to ensure that global propositions drove commercial value while also being appropriately tailored to the cultural needs of each market.
In her spare time Sarah enjoys trialling the latest fitness trends and travelling (recent destinations include Japan and Myanmar). Sarah holds a BA in Social Anthropology from Cambridge University.
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Sarah Kelleher
Brand and Strategy Director
CloseSarah Kelleher
Brand and Strategy Director
Sarah specialises in bringing brand stories to life that engage, change behaviour and solve real business problems. In her 18 years of working in the industry, Sarah has consulted on all aspects of brand communication and contagious storytelling across a wide range of sectors working with brands such as Lexus, E*Trade, Microsoft, Johnson and Johnson, Open University, Estee Lauder and Medtronic.
Sarah came to Truth having played a key role in the development of Story Worldwide as a new age advertising agency by unlocking the potential of content and storytelling as the future direction of marketing and advertising.
Sarah is passionate in unearthing true stories at the heart of a brand and creating brand strategy for a multi-platform, digital world; understanding the brand narrative and unlocking the power of social influencers for the brand. Working extensively with global brands, Sarah is expert in developing global brand marketing programmes and multi-channel integration.
As a Course Director for the Chartered Institute of Marketing, she has run the Digital Marketing Masterclass between 2009 and 2012. Sarah is a Master NLP Practitioner and qualified NLP Coach.Blog posts by Sarah:
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Ryanair, the brand we love to hate, is changing
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The iPhone 6, #Bendgate and publishing at the speed of culture
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Sole Searching: A brand story on the cultural impact of Adidas
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How GoPro's content strategy targets creative consumers
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Brands as Stories – why storytelling is vital to your brand
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Establishing a brand’s cultural legitimacy – Toms Shoes
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Culturally connected brands
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Always-on content and the need for new resources
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Designing better brand experiences
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Get inside people’s MINDSPACE
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Truth at the EPIC 2017 ethnography conference
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Tony Long
Director
CloseTony Long
Director
Tony has a background in marketing strategy and insight. He has advised many major UK and global companies, and has particular expertise in innovation, audience identification and segmentation, brand positioning and pricing.
He particularly enjoys the rich variety of projects at Truth, and in devising simple and structured solutions for the challenges his clients face. He’s faced a wide variety of business challenges, and worked in a huge variety of categories from Consumer Goods to Finance to Third sector to Tech. He’s created, evaluated and launched products, devised portfolio and communications strategies, and identified routes to growth, and always with a keen focus on interpreting and driving consumer behaviour. -
Tyler Ayers
Graphic Designer
CloseTyler Ayers
Graphic Designer
Tyler has recently completed a MA research degree in Art, Media and Design where he designed a visually suitable tool for dyslexics students. He provides visual outputs of Truth’s research for clients, as well as various internal branding.
Prior to Truth he freelanced mainly designing infographics, print and digital outputs, working on many projects with various clients, most notably creating a font used on the show 'Shakespeare live!’ show which aired on BBC2. -
Zuzana Chladekova
Statistical Consultant
CloseZuzana Chladekova
Statistical Consultant
Zuzana holds an MSC in Applied Mathematics. Her expertise lies in quantitative data analysis across a number of sectors, telecoms, retail, healthcare, financial services and FMCG. She also has a strong understanding of commercial realities from her client side experience.