RESEARCH AND COMPELLING storytelling

• Building a Narrative: Writing impactful insights and strategy decks using journalism skills. 

• Brand Driven: Clients include Nike, Universal Music and BMW.

• Creative Projects: Project management of video ethnography, design or zines. 

• Collaboration: Working closely with clients and research teams.

• Mixed Method: Unlocking the human experience using innovative thinking.

• Overseas Experience: Crossing borders from Iceland to India.

Understanding an artist’s fanbase and building A CONNECTION STRATEGY

Challenge: A major label artist has the potential to become a global superstar, but he needs direction. We researched fan culture, consumption preferences and market opportunities. 

Method: I looked into the digital landscape to understand who fans are, how they communicate and what matters to them. We followed this up with 90-minute interviews across the UK.  

Company founder Hanna Chalmers also employed a brilliant semiotician, who uncovered what values the artist was communicating and what needed to be communicated more strongly.

Result: Our toolkit, presented to senior executives, provided an effective call to action with strategic direction, insights and messaging. 

Key questions:

• What about the artist resonates most strongly with fans?

• How do we reach specific demographics and audiences?

• What values is the artist showcasing, and what do similar artists promote?

improving participation IN A NATIONAL SPORT

Challenge: Uncover barriers and opportunities for a national sports organisation, to invoke positive change for women. 

Overview: With sensitivity, I researched the male perspective on female participation by working with stakeholders, staff and players. This complemented existing insights we had from women.

Method: I planned and facilitated interviews as well as workshops with sports enthusiasts. By collaborating with our clients, we encouraged them to champion our cause and drive recruitment.

Our interviews featured a range of questions that explored the difficulties women were facing. We also scripted and ran a video survey in club newsletters to gather anonymous data and further our reach. 

Result: I hired voice actors to deliver our juiciest quotes to ensure our findings truly resonated. Seven hundred minutes of fieldwork and 400 insightful quotes later, we uncovered four key opportunities for national change.

Key Questions:

• How would you describe the gender balance at your club?

• What are your experiences with recruiting women?

• How do you feel about women being a part of your club?

LAUNCHING A NEW BRAND IN AN EMERGING SPORTS MARKET

Challenge Build authentic brand relevance by finding investment opportunities for a new product.

Overview: I took an ethnographic approach by observing the basketball community in person, speaking to experts and attending professional or grassroots events.

Method: I organised access to events that cater to a range of demographics. I did environmental research, looking into how people utilised the space around them whether it was equipment storage or how people bonded after matches. I also looked at cultural signifiers, from popular brands to clothing choices and group dynamics.

This was paired with interviews with players and staff to contrast their viewpoints with my perspective.

Result: The project provided new learnings around demographics and cultural signifiers. It also unlocked branding opportunities and a genuine need for commercial support in key areas.

I conveyed these findings in an engaging photojournalism report. In the next stage, we collaborated on naming and conceiving a new product.

Key Questions: 

• What are the cultural affiliations we can observe at each location?

• How do people engage in participation versus performance?

• Is there anything missing from the player or fan experience?

REDESIGNING COMMUNICATION TO RESONATE WITH A DIVERSE AUDIENCE

Challenge: Help a government client update their multicultural youth communication.

Overview: We researched issues around road safety and substance abuse by hosting conversations with Aboriginal, Torres Strait Islander and Polynesian people aged 18-25.

Method: Due to sensitive topics and cultural considerations, I recruited the Centre for Multicultural Youth to consult on our research. We held a series of workshops that participants could join with their camera on or off. We also hosted a survey for those more comfortable with a non-verbal format, and began each conversation with a culturally appropriate introduction.

Result: Our respondents were empowered by our conversations, sometimes following up to share more insight into their lives. Their feedback helped our client address important issues in a way that felt mutually beneficial rather than patronizing. This data shaped not only how our client talked to this audience, but where and how they met them in the community.

Questions:

• How would you describe the way your friend group or community drives?

• How do you feel about people who drive over the limit?

• How do you feel about the way driving rules are communicated?

Freelance researcher + CREATIVE storyteller

A researcher with a creative and commercial background. My work inspires lasting emotional connection.

Read more about me here.

All photography by Jimmy Ness