I'm a qualitative researcher and writer. I help brands tell stories that resonate with audiences around the world by having conversations with people about what gives meaning to their lives.
How I work
My craft is connecting with people, and luckily people find it easy to open up in front of me. I listen to people with curiosity and without judgement, creating the conditions that let them speak honestly.
Like - what is the role of alternative music radio in a world that has moved on from subcultures? What are the magic ingredients of a hit like Love Island? How should fashion brands reflect the changing nature of masculinity?
Like a journalist, I build a story from a sea of sources, communicating insights to stakeholders, from CEOs to creatives. These narratives become the springboard of a creative idea or the backbone of successful strategy.
"When I look at the world I'm pessimistic, but when I look at people I am optimistic."
What I do
I concept original content and media activations that helps brands tell their story, writing briefs that stimulate creative thinking. I'm passionate about culture and storytelling, so creative is always immersed in audience, cultural and brand truths.
To understand what drives audiences, I facilitate conversations in the form of focus groups, in-depth interviews, ethnography, online communities, and creative workshops. I'm inspired by having conversations with different people from all walks of life, from Sao Paulo to Sutton Coldfield.
I work on multi-market studies, coordinating with international partners to understand local cultures. I've been lucky enough to be taken around the world with my work - whether observing groups in Seoul, looking through wardrobes in Beverly Hills or going on a night out drinking in Bucharest.
I work with research and strategy agencies including C Space, MTM, Hope + Anchor, Plural Thinking, PAPA Media and Join the Dots to deliver projects across sectors. Recently I have worked on projects for brands including:
"Ben is simply one of the best researchers it has been my pleasure to work with. I've engaged him for a range of media related projects where he has been a natural with respondents, engaging them to speak naturally and helping to draw insights beyond the superficial. He is also a first class analyst and communicator - with an exceptional ability to illustrate themes in an intelligent, compelling way."
"The pluralthinking team have really enjoyed working with Ben across a number of international projects in the States and Asia amongst others. He has a fantastic ability to connect with the human target being researched and to get to culturally sensitive brand insight efficiently. His thinking is always sharp, nuanced and very well expressed, making him a huge asset on our projects."
"Ben has a unique knack for putting consumers at their ease whilst conducting research. From fashion and cars to accountancy degrees, Ben has tackled a range of topics for me as a freelancer - and I have to say our clients always loved working with him and watching him conducting groups and depth interviews, and seeing how he seemingly effortlessly got consumers to open up and talk about their worlds."
Who I am
I have been working in qualitative research and advertising for over eight years. I studied Classics & English at Oxford University, where I read other people's stories, and compared the values and aspirations that make different cultures tick.
I regularly take formal training - most recently Advanced Qualitative Practice with the MRS, Human-Centred Design with Ideo and Fashion Trends Forecasting at LCF. Books, magazines and podcasts keep me learning too.