I'm a senior researcher specialising in brand communications and UX design. I speak with people around the world about what gives meaning to their lives, helping brands tell stories that resonate with their audience and build experiences that help them thrive.
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 makes a tech company 'responsible' for people in Lagos? What makes Love Island compelling for viewers? How is our notion of masculinity changing, and what should fashion brands do to reflect this?
The psychologist Carl Rogers said, "when I look at the world I'm pessimistic, but when I look at people I am optimistic". I believe that working with people to understand their lives can help us bring about a more human world.
What I do
I use online communities and mobile self-ethnography to enable people to share their thoughts from the comfort of their own home and to be reporters of their own world, using video and photos to share the smallest details of their day-to-day lives.
Outside of the lockdown era, I facilitate conversations in the form of focus groups, in-depth interviews 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 to observe focus groups in Seoul, look through people's wardrobes in Beverly Hills and accompany Romanians 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."
"Working with Ben was great - he fully understood the brief and delivered engaging and insightful opportunities back to us. He was highly professional and connected well with the users, making them feel at ease, and extracting in-depth responses. The sessions were well-structured, enabling both macro and micro findings."
"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 about the values that make different cultures tick and the myths that emobdy their aspirations.
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.