Senior qualitative insight specialist and videographer based in Manchester, UK.

Whatever you’re exploring, let me help you really see it.

  • I’m a qualitative researcher and a filmmaker which means I can bring commercial rigour and storytelling craft to every project. You don’t need to brief two people or translate between disciplines. I work across the full process, from design to delivery, bringing clarity and cohesion throughout.

  • I’m empathetic, curious and good at creating space for folks - the kind that helps them feel safe enough to say what they really think. That’s when we move beyond surface responses and into the stuff that actually shifts understanding.

  • Whether it’s a tight, insight-led narrative deck or a short film that brings people to life, I deliver work that resonates. Clients come back because it’s not just interesting - it’s usable, persuasive, and built to land with the teams that need to act on it.

About me

Hey, I’m Sally. I’m not a research agency. I’m not a production company. I’m an independent insight consultant with two decades of experience - and a camera.

I work with agencies, planners and brands to help them understand people. My background is in strategic qual: audience work, journeys, developmental and foundational insight. I bring that insight to life with design and storytelling principles - and (where it helps) film. Whether I’m leading a strategic study or shaping a short insight film, my work is always about the same thing: telling human stories in ways that shift how businesses think, feel and act.

Let's talk

What it’s like to work together…

“"Sally is brilliant. Full stop. She has an enquiring mind, great intellect, is articulate, hard working, highly skilled in many areas (design, story telling, qualitative methodology, client engagement to name a few), builds rapport quickly, adds challenge and value in whatever she does, and strengthens any team. She is one of the best people I have ever worked with....fact..”

—Carl Wong, Adviser, NED, Exited Founder

"Sally is one of those rare people who just gets it. She has a brilliant knack for asking the right questions and uncovering deep customer insights that others might miss. Her instinct is razor-sharp, and her curiosity knows no bounds. She’s an absolute gem to work with - empathetic, always brilliant, and never short of fresh ideas. If you need someone who can dig deep and deliver meaningful results, you’ll want Sally on your team. Trust me, she’s fantastic."

—Anne Caffrey, Customer Research and Insights at Nationwide

“Sally is an absolute joy to work with, and I would 100% recommend her. She is an excellent and highly creative qualitative researcher, combining strong methodological rigor with fresh, insightful thinking. Beyond her research skills, she’s commercially astute, quickly grasps client needs, and brings a thoughtful, solutions‑focused approach to every project. She’s also incredibly easy to work alongside - collaborative, reliable, and genuinely lovely to have on any project team. Thank you Sally!”

— Hannah Chevrier, Research Director at Boxclever

My CV

I’ve worked in qualitative research for over two decades, holding senior roles at agencies and client-side before going solo. I’ve sat on the management board for the Association of Qualitative Research and I am a Certified member of the Market Research Society (CMRS). I hold the MRS Advanced Qualitative Practitioner Award (with distinction) and most recently have completed the IDEO U AI x Design Thinking Certificate. I also have a degree in Film Studies and most recently completed the Raindance Documentary Filmmaking Foundation Certificate: Production, Camera, Lights and Sound.

I’m equally at home shaping proposals, facilitating workshops or leading full-scale projects from design to delivery. I’m based in Manchester, but work across the UK and beyond, remotely or in person.