‘The most dangerous phrase in the language is: we’ve always done it this way.’
Amy has built her career across the full mixed-methods spectrum, from complex brand trackers to deeply immersive ethnography, working on both the agency and client sides in sectors ranging from FMCG and retail to utilities, health and beauty, and the charity world. What ties it all together is a genuine love of the work. Research makes her happy, and it shows.
At Magenta, Amy champions creative design and delivery. She shapes how insight comes to life through visually crafted reports and stories that people actually want to read, and she brings a sharp commercial instinct and a keen eye on culture and trends to keep the work relevant and forward-looking.
Amy is also a committed advocate for online qualitative research, particularly communities, bringing years of experience and a firm belief that doing things differently is rarely the risky option.
‘The impact on our business, internally and externally, has been phenomenal.’
Global Insight Director, TCC Global
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