ACADEMIA & RESEARCH
After winning a PhD scholarship, I spent four years at the University of Bradford as a researcher and teacher. The PhD, together with a Post-Graduate diploma in Research Methods, enabled me to develop a number of research skills.
Research was a core aspect of much of the work I did in consulting and advertising, however, some examples of the types of standalone research projects I delivered are below:
CULTURAL INSIGHT PROJECTS
Using ethnographic, observational and photography skills I added depth and colour to a cultural insights projects whilst at Grey London.
OBSERVATIONAL RESEARCH
A smart friend of mine, Dan Cole, came up with the bright idea to use VR as a means of enhancing the quality of life for people living with dementia . This was a personal passion project for a group of us - five friends - over 18 months. One of my key activities was spending time in situ observing and interviewing the people we were hoping to help.
We successfully raised £35k on Kickstarter to implement the project.
THE WAYBACK: A Virtual Reality Film Series for those living with Alzheimer's
INTERVIEWS & FOCUS GROUPS
Qualitative research was a large part of my day-to-day role as a Brand Strategist in commercial advertising.
Some quick examples:
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Designed and conducted a series of expert interviews with independent financial advisors
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Designed and conducted focus group research with baby boomer consumers
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The findings shaped Fidelity's B2C campaign targeting boomers.
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Designed and conducted a series of expert interviews as part of a project to test & explore masterbrand themes
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The findings shaped Jacob's marketing strategy.
WHITE PAPERS
I have researched, written and contributed to a number of white papers both in industry and academia.
Click on each example to know more:
Contributed two chapters towards 2014 edition of marketing toolkit
Contributed a chapter towards 2013 edition of marketing toolkit, and coordinated other contributions
Wrote a paper presenting Deloitte's Marketing Operating Model proposition. Reviewed and edited by Manager and Partner. It was distributed to our Clients.
Published a number of papers based on my PhD thesis. One of which was the Electronic Journal of Business Research Methods 2008.