Director, Magenta Research
Sarah has more than 20 years’ experience delivering high quality insight for global clients as well as start-ups. She has worked extensively with a wide range of participants from senior stakeholders through B2B projects, and B2C projects with minority groups, kids and young people and medical practitioners. Sarah has a wealth of experience across a wide range of sectors including: grocery, retail, loyalty, media, technology. Sarah has experience and expertise developing innovation, NPD, proposition development, concept testing, customer journey, UX testing, and evaluation.
In recent years, Sarah has worked extensively across grocery. This has included understanding shopper values, shopper journey, product development, packaging, development and evaluation of a food-to-go offer. Clients have included Pizza Hut, Waitrose, Tesco, Aldi. Lidl, Sainsbury’s and The Co-operative.
Sarah is a published author and started her career conducting social policy research before moving to Ipsos MORI where she was Head of Qualitative within their Media, Content and Technology team. She’s since worked with boutique agencies to develop their teams and expand their client offering before founding Magenta in 2016.
Sarah won the Marketing Excellence and Insight Award in 2019 for work supporting transgender people, won the prestigious AQR Award for Qualitative Effectiveness for her work with the BBC, she has also been a finalist for the MRS/ICG Independent Consultant award in 2018 and 2019.