Co-founder and strategist

Martin Lee

Co-founder and strategist

Martin Lee is a branding specialist. He manages a diverse set of clients and categories that includes finance; retail; gaming; e-commerce and travel. Having previously worked in retail marketing, at WHSmith as a buyer and marketing manager, and then at Waterstones as marketing director, he is well able to assist clients in taking insight and turning it into strategic and commercial recommendations. One of Martin's abiding concerns is the way that brands communicate through language, and this interest has led him to join the management team of 26, a not for profit organisation that is committed to improving the quality of writing and self-expression in business.

Co-founder and strategist

Caroline Hayter

Co-founder and strategist

Caroline is a communications specialist with a background in advertising. Drawing on this background, combined with the latest insight from behavioural economics, Caroline has pioneered Acacia Avenue’s approach to creative development, which challenges traditional approaches. Caroline is heavily involved in the market research industry as a certified member of the Market Research Society, editorial referee for the International Journal of Market Research (IJMR), two times winner of the Prosper Riley Smith excellence award and was twice winner of the Best Session at the MRS Conference. Caroline previously worked in Hong Kong, the US and Canada, where she was an advertising account director and strategist, for Wieden + Kennedy and Leo Burnett.

Research director

Louise Horner

Research director

Louise is a quantitative researcher with a strong commercial background that encompasses both client and agency experience. She joined Acacia Avenue after spending five years at Barclays as head of Premier and Wealth research, helping to shape a variety of new products and ensure investment in the most worthwhile service improvements. Following on from the role of head of insight at Associated Newspaper, Louise moved to Hall & Partners where she delivered strategic advice across categories as diverse as FMCG and retail, government behaviour change, luxury goods and media. This diverse background has given her a very broad base of experience, spanning everything from NPD, brand tracking, campaign pre-testing and evaluation through to customer satisfaction modelling and customer panel management.

Research director

Sarah Jay

Research director

Sarah has 15 years research experience across a wide range of types of work, including NPD, creative development, branding strategy, website development and consumer understanding. In doing that, she’s worked across a wide variety of business sectors, particularly FMCG, telecoms, media, social research, finance and B2B work. Sarah is a languages graduate from Pembroke College, Oxford, and has a CIM Professional Diploma in Marketing. She is also a Unilever-accredited Lead Researcher. Now at Acacia Avenue, she is particularly interested in the application of behavioural economics and semiotics to qualitative work.

Quantitative consultant

Neil Swan

Quantitative consultant

Neil is a highly experienced quantitative researcher, with previous positions including Director at Firefish, Head of Planning and Solutions at Synovate (now Ipsos) and Managing Director of RS Consulting (international B2B research and consulting specialists). A past winner of the UK Research Effectiveness Awards, he is a Fellow of the Market Research Society, and a frequent speaker/contributor at marketing and research industry events. He also has considerable financial research experience.

Associate director

Katie Slater

Associate director

Katie has almost 10 years experience in research. During this time she has worked across a broad range of categories, including FMCG, alcohol, betting, health and fitness and insurance. She takes pride in her ability to balance complex jobs with strategic thinking, with a particular focus on communications research and multi-country studies. Katie is a firm advocate of online research and a strong believer in the power of combining qual and quant techniques to deliver insightful and actionable research.

Associate director

Adele Lister

Associate director

Since graduating from Trinity College, Oxford, Adele has worked at a diverse set of agencies, honing her skills in multiple industries, methodologies and techniques. This gave her the opportunity to work with a broad range of clients including Aviva, Prudential, P&O Cruises, Santander, Premier Foods and British Airways. She also worked with ITV and Channel 4 pioneering online and digital techniques, and explored the art of storytelling in research with the BBC and Random House. Since joining Acacia Avenue, Adele has been able to ground her broad range of experience in academic principles, and focus on delivering research projects that challenge the status quo and introduce new ways of thinking.

Research manager

Kymberly Loeb

Research manager

Kym has a Bachelors degree in Political Science and Sociology from the University of Birmingham, and a Masters degree in Marketing from the University of Exeter. Shortly after graduating, she started her career in commercial research at BrainJuicer, where she was first introduced to behavioural economics. During her time there, she was trained in both quantitative and qualitative research techniques, and worked with international FMCG and financial services clients. She then moved to BritainThinks where she developed her offline qualitative skills, working with private, public and third sector clients. Kym has a real passion for understanding the contextual and emotional drivers behind human behaviour, so joined Acacia Avenue in 2017 as a Research Manager to build on her experience of applying behavioural economics theory to solve tricky client problems. 

Researcher

Alys Franzmann

Researcher

Since graduating from UCL with an MSc in Social Cognition, Alys has been applying her deep knowledge of social psychology and behavioural economics to a broad range of research issues, from NPD to comms testing, tracking to brand positioning. Alys’s market research career began on the inaugural Brainjuicer Graduate Programme, rising quickly through the ranks. Specialising in applying System 1 principles to online research, she gained experience across multiple sectors for clients including Cancer Research UK, Western Union, Johnson & Johnson & Mizkan. Alys recently joined Acacia's growing quantitative team, and is broadening her strategic research experience in behavioural sciences as applied in a consultancy approach.

Researcher

Matt Cade

Researcher

Matt graduated with a degree in history from Nottingham Trent University in 2011 and after living in Australia and Germany for two years, decided to pursue a career in market research. He gained experience at KAE, a strategic marketing consultancy in London, working with clients in the financial services and technology, media and telecommunications industries. He joined Acacia Avenue in 2015 as a junior research executive, seeking to build on his qualitative techniques.

Researcher

Tamsin Spencer

Researcher

Tamsin joined Acacia Avenue in 2015 from The Source where she started her research career. As a sociology graduate from Bath Spa University, her fascination with human behaviour, attitudes and choices greatly impacted on her interests and, subsequently, career choices. After a brief stint at a luxury design house, Tamsin moved into research, working with clients such as Tesco, BBC Worldwide and EE for The Source, an insight company at M&C Saatchi. Tamsin is ambitious to learn more about how her academic background can be commercially applied in order to deepen Acacia Avenue's collective understanding of research theory and practice.

Field project manager

Mark Rowland

Field project manager

Mark began his career in research as a part time researcher at ESA Retail whilst studying at Portsmouth University. Having moved into a full time project management role after graduating, Mark has led research studies for various blue chip companies, such as Nielsen, Lidl and Sainsbury’s. Now at Acacia Avenue, Mark leads the field management team, fusing his project management and research experience into his role.

Field project executive

Krishna Juggapah

Field project executive

After gaining a degree in history at the University of Reading, Krish joined ESA Research, working in quality control for clients such as Lidl, ATOC (now the Rail Delivery Group) and Mecca Bingo. Following a short spell in finance as an assistant auditor, Krish joined Acacia Avenue in 2017, to bring his skills in computing, logistics and administration to bear in our field liaison team.

Co-founder and operations director

Ro Pocock

Co-founder and operations director

Ro has worked in the research industry for over 25 years and her job today spans a wide remit including IT, staffing and marketing at Acacia Avenue. Previously, Ro was at The Fourth Room, which she joined at its inception in 1998 to head up operations. Before this, Ro spent 11 years at The Research Business International, in a number of operational and marketing roles. Ro has also spent time at Sadek Wynberg Research, where she orchestrated the company’s re-location and launch of their London viewing facility, The Treehouse.

Commercial specialist

Jerram Shurville

Commercial specialist

Jerram Shurville is Acacia Avenue’s non-executive director. Jerram has spent over 20 years working in the marketing services industry, where his work has included running a group of UK companies for French communications giant, Havas, and being commercial director at The Fourth Room.

Co-founder

Wendy Gordon

Co-founder

Wendy has worked with a wide variety of clients, spanning many business sectors and geographies. Wendy is a Fellow of the Market Research Society, a visiting professor at Birmingham Business School and has been honoured by The Women’s Advertising Club of London as one of its ’Women of Achievement’. She is a frequent speaker at conferences, teaches qualitative research master classes around the world, and is a published author.