UK Head Qualitative Research
Rhiannon is head of the qualitative practice at Northstar and has been a researcher for 10 years. She has conducted a variety of studies – large and small, international and domestic – with a range of clients including Toyota, Jaguar Land Rover, Volvo, Kate Spade New York, DHL, Total, Publicis, Navteq and Lexicon branding. Rhiannon is trained in both qualitative and quantitative research, but her academic background in linguistics, including social and behavioural motivations for language use, means her interest lies particularly with qualitative research and immersing herself in amongst ‘the customer’. Her passion is for global target customer research and NPD – and she revels in the challenge of conducting and bringing insight together from large multi-market studies.