Northburgh House
10 Northburgh Street
London EC1V 0AT

Tel: +44 [0]20 7253 9900
Fax: +44 [0]20 7253 9911

Populus is a full service research and strategy consultancy. We are part of the Populus group which also includes Populus Data Solutions, the MRS award winning fieldwork and data collection agency.

What we believe

Since we set up in 2003, our goal has been to equip companies and individuals with a sophisticated understanding of their markets, audiences and brands.

We believe this Critical Knowledge has the power to shape a healthy political, social and economic environment.

In a market saturated with research agencies that simply deliver data, Populus stands out as a consultancy capable of delivering Critical Knowledge through expertise across political, reputation, corporate and consumer research and a leading edge suite of products and services.

What we value

As a trusted partner and adviser to many organisations whose activities directly impact society, we consider it our responsibility to ensure that our precise, expert judgements are derived purely from the highest quality evidence.

Our enquiring nature means we never stop seeking creative new ways to help our clients learn about the views that affect their organisation. We are ambitious for our clients and inspired by their needs. No matter the scope or complexity of their challenges, we carry out research projects that help our clients achieve success.

Who we are

In 2014 Populus was named the fastest growing research and insight agency by the MRS. We achieved this through the hard work and expertise of our team who come from a wide variety of backgrounds and industry sectors, and are trusted by our clients to help them tackle and solve their most important business challenges.

We work internationally and have conducted research in over 75 countries worldwide. Since our formation in 2003 we have built up a wide-ranging network of international partners so that we can ensure that the research we provide is of the highest possible quality.

Populus Group
Sue joined the Populus Board in 2013, having worked with us as a consultant for 8 years. She is a highly experienced finance director and currently holds that position at the communications agency Blue Rubicon. Prior to this, Sue worked for Blueprint, GPC International and InterBrand. A graduate of the University of Durham, Sue brings considerable financial experience to Populus’s Board and advises on all aspects of the company’s corporate strategy.

Prior to co-founding Populus, Michael held a number of roles which brought home to him the importance of research and insight – what we have come to call Critical Knowledge – to ensuring success in politics, economics and business.

Having graduated from the University of Leeds and after spending time at a leading think tank, Michael worked as special adviser to three cabinet ministers and worked at the BBC’s Political Research Unit before becoming Deputy Director of the Conservative Research Department. Following the 1997 General Election, he was the Conservative Party’s Director of Membership and Marketing with responsibility for introducing a national membership database.

He set up Populus alongside Andrew Cooper in 2003 to help organisations, businesses and brands gain a detailed understanding of their markets and to put research at the heart of their business strategy. As Populus’s Chief Executive, Michael is passionate about providing talented people with the opportunity to build excellent careers.

When it comes to life and business, Michael credits US chat show host Conan O’Brien for the best advice he’s ever heard; “if you work really hard and you’re kind, amazing things will happen”. A lifelong Arsenal supporter, he admires Arsène Wenger’s vision of how football should be played, his ability to implement it through all levels of the club and to inspire the loyalty of players both to his ethos and to the club. Michael strives to live and lead by these examples as he focuses on helping Populus grow and building a group of companies with the use or generation of insight at their heart.

Starting out in advertising, Michael swiftly established his own business, WCT Live, which became the largest independently owned live marketing company. Here he worked on Britain’s Presidency of the EC, the Hong Kong Handover Ceremony, and the Millennium project. During this time he forged close links with The Royal Household, particularly through his work on the Golden Jubilee Concerts at Buckingham Palace for which he was awarded the CVO. In 2012 he was Chief Executive of the Diamond Jubilee Pageant on the Thames. In September 2012 Michael was appointed a Knight Commander of the Victorian Order. Michael sits on the Boards of numerous successful companies across the communications spectrum. As well as Populus, these include CTN, Aura, Unspun and The Leadership Agency.

Duncan joined the Populus team in January 2015 having spent over 10 years working in a number of roles at WPP. He is an expert in consumer and shopper research who has delivered projects for many of the largest FMCG manufacturers and retailers including P&G, L’Oréal, Sainsbury’s and GSK. Whether he is helping businesses and brands to finesse their comms strategy in order to connect better with the customers, or develop an innovative new product, Duncan always aims to ensure that Populus’s research makes a quantifiable impact on our clients’ commercial performance.

As Populus’s Commercial Director, Duncan is responsible for driving the growth of the business, and spreading awareness of our expertise across target sectors, which include infrastructure, energy, retail and technology. He is a great believer in the power that Critical Knowledge has to help organisations overcome their business challenges and feels privileged to see Populus’s talented team working hard to uncover it every single day.

Duncan is also passionate about promoting and maintaining a positive team culture across the Populus brand and has set about achieving this through his obsession with one particular food item: the burger. He now organises an eagerly anticipated monthly burger club that has grown into a Populus lunchtime favourite in the past year.

Chris is an Associate of the Chartered Institute of Management Accountants, with two main passions in life: finance and football. Exceptionally bright and competitive to a fault, Chris is unafraid of any challenge and consistently motivated to master new skills. He is certainly knows his way around a spreadsheet and is never happier than when he is using one to solve a financial conundrum. Chris’ desire to be the best extends to all types of sporting activities, but particularly football, and may go some way to explaining how this North London native ended up becoming a Manchester United fan.

Andrea has an insatiable appetite for all things cultural. In her spare time she loves to trawl through her favourite magazines and blogs to discover exciting new brands and products, as well as visiting the latest restaurants and exhibitions in town. She is a fashionista with a penchant for designers such as Alexander McQueen, Dries Van Noten and Saint Laurent; but, there is certainly more to Andrea than meets the eye. Not only is she fluent in Arabic and French, but prior to embarking on a career in market research, Andrea studied Human Genetics at the University of Nottingham, and later gained a PhD in Molecular Biology from Imperial College London. She joined Populus in the summer of 2015 as Business Development Director for the Business & Consumer Insight team, having gained 5 years’ experience in a similar role at Kantar Worldpanel UK.

Having graduated from the University of East Anglia with a degree in Economics, Anootan joined Populus in 2012 and is a member of the Association of Chartered Certified Accountants.

Anootan has bravely set herself the onerous task of sampling the afternoon tea offerings at many of London’s most elegant establishments. But don’t be fooled into thinking Anootan’s palate is strictly traditional; she is a culinary explorer who isn’t afraid to try even the most unusual ingredients. Whale burger anyone? When in Iceland.

Having joined Populus in 2006, Sacha is one of its longest serving employees, who has seen the business grow from having just four staff to a multi-disciplinary team of almost 50 research experts.

On top of her responsibility for ensuring the office and its staff are functioning smoothly, Sacha has overseen a total of three office refurbishment projects during her time at Populus, with the latest providing stunning new reception, kitchen and open plan areas. Needless to say, there are very few questions on office administration and equipment that Sacha cannot answer, and while her to do list seems never-ending at times, she loves that her work allows her to get to know everyone in the business.

It bodes well for Sacha that her organisational skills are first rate; they are equally as vital outside of work when she’s acting as PA, chauffeur and chef to her sporty daughter. Is it any wonder that, given the chance, Sacha would most like to check herself into a spa and just put her feet up.

Aman holds a first-class degree in Biology from the University of Manchester. As part of her course she carried out a placement as a science media researcher, which gave her a strong understanding of how to present complex research findings in the most accessible way possible. Her interest in research led her to join Kantar Worldpanel where she spent two years in the new business team, winning projects for FMCG brands such as R&R ice cream, Gü and Yeo Valley. She went on to join Populus’s Business Development team in December 2016 where she is now working to expand her knowledge of research methodologies and build relationships with an exciting portfolio of clients across a wide variety of sectors.

Once Aman puts her mind to something there’s no stopping her. Her all or nothing approach has obvious advantages in her line of work but it has made it tricky for her to find a happy medium between her two great loves; fitness and cake. For now Aman is very dedicated to her healthy regime but could it be just a matter of time before she swaps spirulina brownies for the real thing?

Rob joined Populus in 2016 to provide essential IT support across our growing business. Rob gained a BSc Hons in IT & Networking at the University of Middlesex, he then joined IT service provider 3Gi where his role as senior 2nd Line Engineer enabled him to develop his experience of fixing broad range of IT issues at client sites all over London. Since Rob embarked on the challenge of IT management at Populus, his knowledge and exceptional problem-solving ability have already helped the business make significant improvements. His desire to help people is always apparent and our entire team have benefited from his support on a daily basis. In addition to his enquiring mind, Rob is also in possession of some inquisitive taste buds. He is a culinary explorer who loves to delve into unchartered territory; he recently set himself the challenge of trying a new type of cuisine for dinner every night for a week and is experimenting with supper clubs where up and coming chefs invite people into their homes / unique spaces to test out new recipes. Rob is an adventurous cook himself whose favourite past time is inventing dishes from whatever random collection of ingredients he can find in the fridge, most of which sound tasty, but the jury is still out on his questionable tuna, crab stick and raisin salad.

Pari is an experienced HR professional with a diploma in Employment Law. Having begun her career as a HR Assistant at TBWA, Pari spent four years working as an HR Advisor at media agency, Starcom Mediavest Group, during which time she saw the company expand from 300 to 600 members of staff. She joined Populus as our dedicated HR Manager in September 2016, a role that she is ideally suited to thanks to her adaptable nature and ability to build strong relationships across teams. Day-to-day Pari will be in charge of Populus’ HR policies, streamlining our recruitment process and running our training programmes.

Being HR Manager of a rapidly expanding business like Populus is a challenge, but it sounds like a relative stroll in the park compared to the summer Pari had prior to joining us, during which time she went to a total of 11 weddings! In fact, Pari is such a wedding pro that she managed to make it to two weddings in two countries within 36 hours or each other. Fortunately, Pari loves to travel, be it on luxurious trips to Barbados, Dubai or Las Vegas, or Kenya, where she and her family have done charity work for a variety of causes including helping remote villages gain access to water and with providing disabled people with artificial limbs.

Whilst studying for her degree in Russian, Maddie was lucky enough to spend a year studying in St. Petersburg. This year “going native” enabled Maddie to become fluent in Russian or so she thought…… There was one occasion on which her linguistic talents let her down when she inadvertently ordered and ate cow’s heart despite being a dedicated vegetarian. However, it can’t have been a truly terrible experience as Maddie has since returned to the carnivore fold.

Maddie enjoys knitting and there is one item in particular that she has a long held passion for – the snood. For those who are unaware of this essential 80’s clothing item Maddie has described it as an “elaborate scarf”. Maddie is hoping to lead the revival of the snood and if you start to see them appearing on and around the streets of Shoreditch you will know where it all began.

Maddie enjoys working at Populus because she has so much content to work with that is generated through the research teams. She is hugely talented in taking the research and creating compelling and stimulating stories for a wide variety of channels.

Having received a first class degree in Accounting & Finance from Swansea University in 2015, Matt immediately embarked on a career in finance at Connect Catering in his home county of Oxfordshire. Here Matt gained an excellent knowledge of a wide variety of responsibilities such as invoicing, VAT returns, bookwork, handling suppliers, credit control, online purchasing and training new staff. He joined Populus in January 2017 with a view to developing these skills and taking on the exciting challenges of being part of a finance team within a rapidly growing business.

Matt’s life outside of work largely revolves around sport, be it following Arsenal’s fortunes in the Premier League or making the occasional trip to Twickenham for England rugby internationals. He recently relocated to London from sleepy Oxfordshire and is so far loving the new fast-paced life of the capital and getting to grips with the city as a local.

Howard brings research to life with his creative design skills and data visualisation techniques. He is a University of Southampton graduate where he studied graphic arts. He achieved a 2:1 in his bachelor’s degree and is well-versed in many aspects of design from creating compelling infographics to finding innovative ways to present client research. Prior to joining Populus he completed a design internship at Hampshire Trust.

He enjoyed maths at school until he got to A-level, when he discovered he could combine his passion for Fine Art with his attention to detail, in the form of design. As Populus’s in-house Designer, he likes to hone his creativity to turn research into visually engaging representations, which are accessible to all.

A little known fact about Howard is that his middle name is in fact Byron – named after the Romantic poet. He loves travelling, and has travelled extensively across South America and Asia, where he went hiking with friends through rural mountains. Here, he engrossed himself in the local culture, staying with friendly locals – despite the language barrier – in a hut in Sa Pa, in Vietnam.

Ben’s passion for organisation led him to pursue a career in finance after completing his degree in Film at the University of Canterbury. Having started out close to home, holding an accounts role at nearby Cambridge Airport, Ben relocated to London where he gained further experience at Warner Music. However, despite the obvious perks of working for a multinational record label, Ben was eager to progress and joined the Populus finance team in January 2017. In his role as Assistant Accountant, Ben is responsible for a range of tasks including PDS management, bank reconciliations, invoicing and payment. He is enjoying the independent nature of the role and is currently studying for his CIMA accounting qualifications.

As a lover of food, Ben is in excellent company at Populus. He enjoys cooking at home and is currently testing the theory that no meal can’t be improved by the addition of egg. So far eggy lasagne is the only dish to have fallen flat. Ben is also loving his new London life, which has opened up a new world of culinary delights that he has enjoyed sampling.

James plays football at conference level and was a professional footballer for 3 years. He frequently travels around the UK for matches and has regular weekly training sessions.

He is extremely motivated, and is enjoying the opportunity to help build the growing IT department in his role as IT Support Executive, where he provides technical support across the whole business. He likes the friendly atmosphere, open plan office space, and how two days are never the same at Populus.

James studied Business Management at the University of Greenwich. Prior to joining Populus James worked for 2 years at an IT education firm, providing first line IT support for students both in class and studying remotely.

In addition to football, James' passions include film, the gym, food and travel. His travels have seen him explore America extensively, where he enjoyed a fantastic holiday in Las Vegas. Some of his favourite spots around the globe include Mexico, where he spent a summer, and the Dominican Republic.

Stephanie has a BSc in Marketing Management from Lancaster University, as part of which she completed a one year internship within the video games division of entertainment giant Warner Bros. During her time there she gained fantastic experience working on the launch of well-known games such as Mortal Kombat, Batman Arkham City and LEGO Harry Potter. Stephanie travelled extensively after her degree and spent time working in retail and visual merchandising for White Stuff in her hometown of Cheltenham before the bright lights of the capital came calling. Having moved to London in 2016, Stephanie joined Populus as our Receptionist & Administration Assistant and now finds herself undertaking a huge variety of tasks including all front of house duties as well as assisting our Office Manager and the Finance team. Stephanie is in good company at Populus. Like many members of the team, she has a creative side which she likes to let loose on her beloved sewing machine. Admittedly, Stephanie is finding she has less time to indulge in her passion now that she has to balance it with her new busy London social life, but her family and friends can rest assured that they can still expect to receive cushions – Stephanie’s speciality - as Christmas and birthday gifts for many years to come.

Leigh was born in Zimbabwe and studied Management Accounting at Stellenbosch University in South Africa, where she graduated in November 2016.

As Accounts Payable and Payroll Assistant at Populus, her responsibilities include managing payments, invoices, staff expenses and keeping records updated. She likes the friendly people and modern office space at Populus.

Leigh has a passion for travel and after graduating she spent 6 months working on a ski season in Aspen, where she taught herself how to ski. She then travelled around the United States in a campervan travelling up the West Coast before flying to New York and covering the East Coast. She has also backpacked around South America.

In her spare time she plays squash, and her love of travel means she can now regularly be found out and about exploring London.

Mark graduated from Middlesex University achieving a 2:1 in Accounting and Finance BA in July 2017. In his role as Sales Ledger Assistant at Populus he issues invoices to Populus clients, manages credit control for Populus Group and liaises with clients on any questions they might have on the cost side of the business.

He is well-versed in multi-tasking having juggled working at his family’s restaurant while he was studying for his degree. It’s given him great organisational and time-keeping skills which help with the smooth running of the busy finance team. He was drawn to Populus due to the friendly people and great atmosphere. He likes working in a financial team that’s part of such a colourful and lively company.

Mark is a self-professed foodie – seafood is one of his favourite types of food, but he enjoys cooking and eating all types of cuisine in equal measure. The office is well-positioned for him due to its close proximity to an array of restaurants and food markets - You can expect to find him exploring the many food outlets of Clerkenwell, Old Street and surrounding areas.

Reputation & Strategy

Populus’s co-founder Andrew Cooper (Lord Cooper of Windrush) brings over 25 years’ experience applying the insights of sophisticated research to strategy and advising a wide range of senior corporate and political clients how to manage and enhance their reputation among the audiences that matter to them.

Andrew set up Populus in 2003 alongside Michael Simmonds in order to apply the techniques of political research to the reputation and brand challenges faced by corporate clients. He believes that in a market where so many research companies simply provide clients with large amounts of complex data and information, Populus’s experts stand out thanks to their ability to uncover the purest insight and having the courage to present these often uncomfortable truths to major clients.

Between March 2011 and October 2013, Andrew took a leave of absence from Populus to serve as the Prime Minister’s Director of Strategy at Number Ten Downing Street. As well as being a regularly published commentator on public opinion and strategy, Andrew is a visiting lecturer on political campaigning at LSE and a Visiting Fellow of St Antony’s College, Oxford, lecturing on opinion research and politics. He was appointed to the House of Lords in 2014, where he sits as Lord Cooper of Windrush.

Rick specialises in evaluating and advising on corporate reputation and communications, and designing improvement strategies.

Before joining Populus in 2004, Rick co-founded the Social Market Foundation and, as its Director, developed it into Britain’s pre-eminent cross party think tank. He went on to become Director of the Conservative Research Department where he ran the Party’s polling and advertising campaigns, as well as acting as speechwriter and adviser to successive Conservative Party leaders. He is also a former Times new technology journalist of the year and a regular commentator on public attitudes.

Rick has more than a decade’s worth of experience of formulating, presenting and researching into corporate strategy and public policy. He leads a team of expert strategists, analysts and researchers at Populus who help clients such as the Premier League, the BBC and Heathrow reach an intelligent understanding of the attitudes and values of key audiences. He firmly believes that research is a means to an end rather than an end in itself, and is driven to help clients use the Critical Knowledge provided by Populus to bring their strategies and campaigns to life.

Ben is Deputy Managing Director at Populus, having joined the team as Head of Corporate Reputation Research. Prior to joining Populus, Ben led a team of 25 on global reputation and research as Head of Millward Brown’s Corporate Practice. He has a wealth of experience in leading reputation teams and tackling client reputation challenges.

Ben loves helping clients make better informed decisions. He works hard to understand clients’ goals and obstacles, and thrives on making a difference with client planning and strategy at a senior level.

His strong client relationships are developed and nurtured using bespoke, actionable research to meet communications needs.

Just as he soaks up all there is to know about every client’s aims and challenges, so too does he absorb current affairs, business and political news in his spare time; a reflection of his passion for all things reputation and communications.

Ben is a devoted West Ham fan and regularly attends matches with his children, who have followed in his footsteps thanks to what he describes as his ‘pure indoctrination’ of them. His love of sports includes cycling, which he enjoys as both spectator and participant. He’s always on the look-out for his next cycling challenge, conquering Mont Ventoux being the high point (in every sense) to date.

A graduate of Durham University, where he completed both a BA and an MA in Classics, David also holds the Market Research Society’s Advanced Certificate in Market and Social Research.

Since joining Populus in 2011, David has worked on a broad range of projects including managing stakeholder audits that have informed the public engagement strategies of the UK’s largest high street banks; nationwide qualitative research into public attitudes towards the EU; and international research on the future of the web for Telefonica Digital.

David is a football fan and manages Populus’s extensive programme of domestic and international research among both fans and senior stakeholders.

Daisy has a strong track record in politics and campaigning having worked on a variety of UK political campaigns, including the 2007 Welsh Assembly elections, the 2010 General Election and the successful No to AV campaign. Before joining Populus in 2013, Daisy also ran grassroots consultation and policy research as Director of the Conservative Policy Forum, spent time at a number of high-profile think-tanks and rose to the position of Research Director at the influential Centre for Policy Studies in July 2010.

Daisy’s fascination with how things work certainly explains why she chose a career in research.  When she’s not investigating the complex attitudes and emotions that form people’s views about anything and everything, Daisy indulges her inquiring nature in the kitchen, where she’s currently mastering the art of artisan cheese making. While most are aware that Daisy is turning her South London flat into River Cottage, many may not know that Daisy in fact spent some years as a teenager living on the River Thames on a Dutch barge with dubious plumbing.

Owen joined Populus in 2010 after completing his Masters in International Public Policy at UCL and graduating with a first class degree from Cardiff University.

As Director at Populus, Owen manages a wide variety of stakeholder, political and reputation research projects that aim to equip clients with a better understanding of the issues that matter most to them and their stakeholders. He has developed his expertise overseeing qualitative workshops and consultations, examining the reputation of some of the UK’s largest companies among political stakeholders and conducting extensive research into senior opinion-formers’ attitudes towards the post-crash economy.

Owen enjoys competition and dedicates most of his free time to playing and watching sport. His Welsh roots meant he was brought up on a strict diet of rugby from a young age; he is an avid London Welsh supporter who admits that he also spends many of his waking moments worrying about the form of the Welsh national team.

David is responsible for Populus’s industry studies, which help clients in a range of sectors, including banking, insurance, food manufacturing, pharmaceuticals and retail, to benchmark their corporate reputations and understand the attitudes of key stakeholders that impact on their industry.

He has over 20 years of experience advising global organisations on developing and maintaining resilient corporate reputations. Prior to joining Populus in 2009, David was a Director and owner of CSS, a specialist professional services sector research consultancy that was acquired by TNS, where he became responsible for the Professional Services Division. He has also worked as a Research Director of Ipsos MORI’s Reputation Centre with responsibility for the Key Audience Research programme.

As Data Scientist at Populus, Shangua works on Populus’s data science offering across for both Business & Consumer Insight and Reputation & Strategy divisions. She holds a PhD in Artificial Intelligence from the University of Warwick.

Her background is in computing, artificial intelligence and machine learning in the healthcare industry. Prior to joining Populus she worked at Helicon Health (a joint venture between UCL and the Whittington Hospital) where she was involved in developing systems to improve patient diagnosis.

She enjoys the variety of the work at Populus, where she works on projects spanning a variety of sectors, from policy and reputation to consumer insight. In her spare time she enjoys gaming, developing software apps and exploring new places.

Amelia joined Populus in 2013 after graduating with a First class degree in Politics from the University of Exeter, as well as completing research placements in the office of Ben Bradshaw MP and at the European Commission Directorate General for Communications Networks, Content & Technology in Brussels. During her time at Populus she has been promoted to Senior Consultant, and has worked on a broad range of stakeholder audits and reputation tracker projects for clients such as the BBC, Sky, Saga and Asda.

A talented amateur artist, Amelia loves to spend her free time sketching and painting portraits, especially of her favourite subject and muse, Archie, the Evans family’s beloved Border Terrier. She is also a budding collector that has already amassed an eclectic assortment of treasures from her travels through Africa, Singapore and Brazil.

Zuzanna is passionate about current affairs, finance and the economy, and worked in the financial sector prior to joining Populus. She has five years’ experience working in in market research, both agency and client side.

She holds the MRS Advanced Certificate in Market and Social Research, and continues to expand her knowledge. In December 2017 she will graduate from the London School of Economics and Political Science where she has been reading Economic Sociology and Finance, focusing her thesis on the sociology of impact investing.

As a Consultant in the Reputation & Strategy division at Populus, she works on a variety of clients’ research projects drawing on her research experience. She is well-versed at managing qualitative and quantitative research cycles and authoring white papers on topics ranging from privacy equity investing to business financing and cybersecurity. She was drawn to work at Populus due to its prestigious, award-winning reputation and the variety of the clients.

She enjoys cycling, swimming and running. Her love of travel and the great outdoors has seen her camp in the Maasai Mara national park, the Kenyan side of Serengeti, where she went on a safari seeing a range of wild animals including giraffes and zebras, in their natural habitat.

Celia graduated from the University of Exeter in 2013 having completed a BA in English and Spanish for which she spent a year living and studying in Madrid. After working at an online media monitoring company, Celia joined Populus in 2014 where she has since conducted industry studies for the beauty and hygiene sector as well as extensive research projects for established clients BT and the Premier League. In 2016, Celia completed the MRS Certificate, for which she received a distinction.

Celia has long dreamt of becoming a world-famous popstar but, by her own admission, possesses no musical talent. This was confirmed to her at the age of 17 when she and her friend Jess auditioned for The X Factor as the imaginatively named duo Jescelia. Their dreams of stardom were scuppered after 4 hours of queuing in the rain when their rendition of Jamelia’s “Superstar” failed to strike a chord with the producer. Fortunately, Celia’s research skills far outweigh her ability to carry a tune.

Will is a Senior Research Executive within Populus’s Reputation and Strategy division, having joined the company as a Research Executive. He graduated from Durham University with a first class degree in English Literature and holds the Market Research Society Advanced Certificate with a double merit.

At Populus he has delivered stakeholder research projects for household names across a range of sectors including sport, telecoms, culture, food, and leisure – advising clients on the views of politicians, journalists, and industry leaders. Recent stakeholder clients include the Premier League and BT.

He researches public opinion quantitatively and qualitatively for political organisations, government departments, and businesses. Recently he has analysed public attitudes towards ‘populist’ economic policies post-Brexit, and the political attitudes of voters in different parts of the country.

Much to the frustration of his teammates he is a regular goal-hanger for Populus FC.

Prior to joining Populus as a Research Executive, Henry completed a Public Affairs internship at Hanover Communications. Here he produced notes on political developments and debates, contributed to ad hoc pieces of research, reached out to stakeholders on behalf of clients and worked at client parliamentary events.

Henry’s love of history and politics underpins his interest in research. He holds a Master of Arts in Public Policy from King’s College London. While studying for his Masters, he worked for 2 days a week as a Policy and Research Intern with community support charity the Oasis Foundation. He gained a First Class Bachelor’s degree in History and Politics from Loughborough University, where he completed a dissertation on Thatcherism and its impact on politics today.

Henry comes from a family of medics, although when he was at school he wanted to be a fireman. His real passion is rugby, which he enjoys both watching, and playing – despite the occasional rugby-related injury.

Adam joins Populus from CBRE where he worked as a Workplace Analyst, conducting qualitative and quantitative research in the commercial property sector.

Adam gained a 2:1 (Hons) from the University of Leicester in International Relations. After graduating from university he pursued his passion for music by working in radio publicity for a wide variety of musicians, even once guiding the renowned duo Jedward through an interview. He also runs a monthly live music night showcasing new and upcoming rock acts and still occasionally finds time to play guitar himself.

Adam was drawn to work in Populus’s Reputation & Strategy division where he combines his long-term interest in politics and current affairs with his research skills.

Business & Consumer Insight

Gary is an associate member of the Market Research Society with over 20 years’ research experience and a PhD from Middlesex University. He is an expert in customer experience measurement and new product development, having conducted major market research programmes on behalf of a number of blue chip clients.

As Managing Director of Populus’s Business & Consumer Insight division, Gary is responsible for driving the team to deliver the highest quality insight and exceed client expectations wherever possible. His experience has given him a deep appreciation of the power research has to help all types of enterprises in building impactful brands, launching successful new products, enhancing their customer’s experience and generating new business.

Gary has ambitious plans for the growth of the Business & Consumer Insight team and is motivated to increase industry awareness of Populus’s wide range of market research expertise.  Whether at work or play, Gary is always keen to seek out a challenge; he regularly takes part in long-distance cycling Sportives and next year is planning to attempt the iconic Tour de France cycling route up Alpe d’Huez.

Ian joined Populus as a Director in 2013 after leading the Customer research team within the MediaCT division. He has 17 years’ research experience with particular expertise in the media, entertainment, gaming and digital sectors.

Ian is passionate about finding innovative and bespoke research solutions that tackle clients’ complex business challenges. These often involve the use of new technologies; for example, Ian and the team designed an app-based journey diary for Transport Focus, which enabled them to assessed rail customers’ experience based on their emotions. He particularly enjoys statistically challenging projects such as a recent product development study the team conducted for Westfield, which aimed to assess the future of retail, as well as projects that merge different areas of expertise and sector knowledge.

Director of Analytics Karsten Shaw joined Populus having spent over a decade working in the prestigious Marketing and Data Sciences team at GfK, where he worked on a variety of projects for clients in the media, technology, finance and public sectors to name a few. At Populus, Karsten will be responsible for devising innovative and exciting analytics solutions to help clients to better understand their audience, assess the efficiency of their marketing activities, improve customer satisfaction and more. Karsten is passionate about numbers and has an incredible eye for detail. He firmly believes that no one should be afraid of data and loves to help colleagues and clients feel more confident about unlocking the stories it holds.

Karsten was described by his previous colleagues as ‘professor-like’. This may not be far off considering he teaches an undergraduate course in market research in the Department of Statistics at LSE. He is also the Chairman of the Harrow School of Gymnastics Club where the U12 British champion and a number of GB national squad members train.

Hamish joined Populus in January 2017 to lead the growing brand and comms team within our Business and Consumer Insight Division. Driven by his desire to know exactly what attracts consumers to brands, Hamish has gained a wealth of brand research experience, delivering projects for the likes of GSK, Paddy Power, Twinings and Nissan at some of the world’s most established agencies. Hamish also has an exceptional track record for developing and implementing new research approaches having originated SPA Future Thinking’s brand equity offering BrandBox, and subsequently acting as regional lead for Millward Brown’s brand equity database BrandZ.

In his role as Director of Brand Research at Populus, Hamish will be responsible for managing key accounts and is working to develop Populus’s own tools for assessing the way that people feel about brands and improving brand performance.

Brands aside, Hamish’s other great love is food. He admits to not being the best home cook but this is of little concern to Hamish whose penchant for fine dining has led him to some of the top restaurants in town including L’Atelier de Joël Robuchon, Pétrus and Alain Ducasse at the Dorchester.  Le Gavroche, The French Laundry and The Fat Duck are all next on his hit list.

Andy joined Populus in 2013 as Head of Qualitative Research, having previously built and headed qualitative units at YouGov and Research International.

He brings with him a wealth of experience in UK and international consumer research, with a proven track record for helping companies identify innovation opportunities, develop new products, evolve their brands and communicate more effectively, particularly in the food & drink, customer experience and media sectors. In addition to his client work, Andy regularly speaks at research conferences and publishes articles on a range of subjects including the McDonaldisation of Consumer Insight, TV Viewer research events and Critical Marketing.

When Andy is not travelling up and down the country conducting interviews and focus groups, he likes to dabble in a spot of luthiery which, for those that are unfamiliar with the term, is the craft of making stringed instruments. He is currently in the early stages of constructing a mandolin and intends to one day try his hand at violins.

Tom started his career with TNS where he specialised in innovation within the consumer sector and worked as part of the Global Corporate Development team, supporting the role out of a companywide growth strategy and rebrand across 80 markets.

He holds the Market Research Society Advanced Certificate in Market and Social Research Practice as well as a BA in Marketing Management from the University of Newcastle Upon-Tyne. He joined Populus in 2014 and now manages a number of quantitative research projects for top clients in the energy, telecoms and sport sectors.

A fun bit of Tom trivia is that he is in fact a very distant relative of the great 18th-century British explorer Captain James Cook. However, given the chance to do any job in the world, Tom would not choose to follow in the footsteps of his distinguished ancestor, and instead would prefer to trade places with celebrity chef James Martin to show off his own culinary prowess on Saturday Kitchen.

Ceira is a driven market research expert with seven years' experience in both qualitative and quantitative research. As Associate Director in the Business & Consumer Insight team, she works with a variety of clients on quantitative projects. Her wide ranging background which includes account management and marketing, gives her a broad view of clients' needs, challenges and opportunities.

Living in Australia for five years has given her the adaptability to work with a variety of clients and teams.  She has travelled extensively including along both coasts of Australia and to the Outback. She’s also visited parts of Asia including Japan.

While living and working in Sydney, her favourite spot to wow guests with was the Hunter Valley, a major wine region just two hours out of Sydney where there are sweeping views over the many vineyards. Surrounded by incredible landscapes, visitors could even catch a glimpse of the kangaroos which would emerge in the evening, against the backdrop of the setting sun.

Jamie received a BA in Sociology from the University of Sussex, where he enjoyed having the freedom to carry out independent projects that involved shaping and conducting his own primary research. After graduating, Jamie spent a brief spell exploring the job market before joining global market research company TNS, where he set about pursuing his interest in research. Here, he worked on numerous projects for FMCG and Retail clients, developing his expertise in research methodologies such as new product development and comms testing. Jamie joined Populus’s Business & Consumer Insight team in 2016 with a view to helping clients across a wide range of clients to understand what is driving their audiences and use this insight to overcome their strategic challenges.

Jamie’s enthusiasm is infectious. A man of eclectic tastes, he speaks with equal amounts of gusto on all manner of unrelated obsessions from TV chef James Martin, Iron Maiden and, curiously, the Eurovision song contest. Football also comes pretty high up the list of Jamie’s favourite things. An avid Arsenal fan, Jamie has also dabbled in football coaching and spent three months running a project called Double Club, which helped children struggling to learn English by teaching them with a focus on football to make it as engaging as possible, and always with the promise of a kick about after class.

After gaining an MSc in Applied Social Research from Trinity College Dublin and spending a year at Chime Communications, Tim joined Populus in August 2015, where he now works as part of the quantitative research team. He enjoys both the fast-pace and the commercial focus of the projects he delivers, which have included an extensive customer experience tracker for BT Sport that assesses attitudes towards changes to television rights as well as competition among sports channels, and an engagement tracker for smart meter roll out campaign Smart Energy GB.

Whilst at University, Tim found himself working designing stage sets for a huge variety of well-known plays, operas and pantos at a major theatre in Dublin. Despite mostly remaining behind the scenes, Tim did make several on-stage appearances in the last panto that he worked on, dancing whilst dressed as a giant potato in front of thousands of people. Perhaps it was the fear of being typecast that eventually convinced Tim to pursue a career in market research.

After completing a BA in History at the University of Exeter, Freddie began his career at market research agency BrainJuicer, where he managed a number of large brand trackers and ad-hoc projects, focusing particularly on ad testing and concept screening within the FMCG sector. He joined Populus’ quantitative research team as a Senior Research Executive in 2016 and now works on a number of large-scale trackers and campaign & proposition evaluations for clients such as King, BT Sport and ESPN. Freddie has developed a knack for condensing large data sets and uncovering actionable insights that he feels passionate about presenting to clients.

Freddie is an avid Chelsea supporter, horse racing aficionado and all-round lover of sport. Not content with simply watching, he loves to take part himself as a member of the Populus football team. He has also signed up for the Wales 14 Peaks Challenge in July and the Dublin Marathon in October this year. We wish him luck!

Since joining Populus in December 2015, Rosie has delivered qualitative projects for established clients such as Thames Water, Westfield, ADT, King and BT. As well as being passionate about understanding behaviours and opinions, she is particularly interested in using new methodologies such as online communities and social media listening to offer fresh perspectives and complement traditional qualitative research

Given her background, it is not surprising that Rosie found her calling as a market researcher. In fact it runs in the family. With researchers for parents, Rosie grew up in a house filled with stimulus and often found herself being used as the guinea pig for testing focus group techniques. She even recalls qualitative methods being deployed as a means of reaching important life decisions; flip charts, post-its workshops and all.

Luke is an experienced research expert who joined Populus from Human Innovation, a branding innovation consultancy, where he travelled the globe conducting qualitative research for hospitality and tech clients. As Research Manager in Populus’s Business & Consumer Insight division, he carries out qualitative research for clients across a variety of sectors.

His background includes ethnographic interviews and observations, focus groups and testing. He also has experience in brand positioning, innovation and communications. He was drawn to Populus due to the opportunity to work on a range of clients and sectors, while enjoying autonomy over his research.

Luke graduated from the University of Abertay Dundee in Game Design & Production Management, and has a passion for film and gaming. He has a number of film memberships and often attends special screenings. He is a big Star Wars fan and has recently discovered Sky Cinema’s dedicated Star Wars channel. At the weekends however, he swaps the screen for the great outdoors, and likes to escape London to visit beautiful gardens and country homes.

Amy is a Research Manager at Populus, having joined the company as a Senior Research Executive. She specialises in quantitative research, overseeing projects and reporting on findings for a wide variety of clients. Her background spans quantitative and qualitative experience across a range of sectors

She has an MPhil from the University of Cambridge in Criminology, having also studied the subject as an undergraduate at Durham University. She loves investigating what motivates people, and the way people think and behave; a passion which has underpinned both her studies and her career.

She enjoys going to the gym, although she currently has no plans to repeat the half marathon she completed earlier this year. She likes to unleash her creative streak with painting and more recently she’s turned her hand to DIY, with a particular specialism in skirting boards.

Florence joined Populus in 2016 having begun her career at Surrey-based consultancy Impact Research. While market research may not seem the obvious career choice for someone with a degree from the University of Sheffield and an MSt from the University of Oxford, both in Classical Archaeology, Florence makes a convincing argument for the two fields being extremely similar. After all, both assess human behaviour and aim to uncover what influences consumer choices, albeit in very different time periods. Since joining our Business & Consumer Insight team, Florence has worked on a range of projects involving ad and brand trackers, event testing, new product development, product trials and usage and attitude testing. She particularly enjoys delivering projects that help clients overcome the challenges presented by changes in the law and new regulations.

Much to their landlord’s delight, Florence and her housemates are keen crafters and are likely to be found of an evening curled up on the sofa knitting. Florence is the crochet expert of the bunch. While most of her generation would consider crocheting to be somewhat of a dark art, Florence can crochet anything from hats to Star Wars characters and is working her way up to the arduous task of creating a giant granny blanket.

Marnie is a Senior Research Executive in Populus’s qualitative team. She has extensive experience in market research spanning a variety of sectors including transport, education and healthcare sectors.

She has conducted qualitative research in social and healthcare industries, where she interviewed a range of people of all ages and backgrounds. She is particularly experienced in carrying out research among vulnerable groups, such as healthcare patients and vulnerable young people. Her excellent listening skills, naturally curious mind and ability to get on with people from all walks of life means she’s able to put people at ease.

Marnie studied Marketing & Advertising BA at the University of the Arts London, where she also completed her Masters in Strategic Marketing. It was her passion for finding out more about people and their motivations which led her to pursue a career in market research.

At the age of 10, whilst on a family trip to Egypt, Ryan became separated from his father during a tour of a pyramid. Lost and alone, Ryan used this moment of peace and quiet to read the guide book cover to cover; a potentially traumatic experience that in fact sparked an enduring passion for antiquity that lead Ryan to gain a degree in Classical & Archaeological Studies from the University of Kent. Ryan’s interest in revealing cultural stories has translated well into his work as a Senior Research Executive at Populus where he is driven to help clients and their marketing teams uncover their own stories to understand their customers’ needs and opinions. He is both detail oriented and creative and has enjoyed delivering projects for clients such as Thames Water, Nectar and Sky Media. Classical civilisations and consumer research aside, Ryan is a huge Harry Potter fan who even reached the final regional auditions to star as the boy wizard himself. Ryan probably would have also done well in the director’s chair thanks to his vivid imagination and strong ideas on how the world of Hogwarts should have been depicted, many of which are unfortunately at odds with the films, a source of much indignation for this die hard aficionado.

When Nick was at school, he had big ambitions on being a doctor or a vet, and has even worked for a few months at a Funeral Directors. However, it was his natural curiosity and passion for learning new things inspired him to pursue a career in research, after graduating in Geography BSc at Loughborough University.

Nick’s career in research began at ORC International, where he was promoted several times after joining the graduate scheme. As Senior Research Executive at Populus, Nick works on a variety of quantitative and qualitative projects for the research team. He enjoys the varied nature of the work - His clients span a range of industries including motoring, travel and insurance. He felt instantly at home at Populus, where he credits the friendly people and lively atmosphere.

Nick embodies London’s North/South divide as he now lives in Balham, having grown up in North West London. He is a big Arsenal fan and a season ticket holder, regularly going to watch them play. He enjoys playing sports too; he recently joined the Populus 5-a-side team and plays 11-a-side football at weekends.

Stuart joins Populus after working for 18 months at GfK. He has a degree in Archaeology and Anthropology from Cambridge University. As part of an ethnographic element of his dissertation, he spent seven weeks living in a squat. It was his passion for finding out more about people and the world around us that led him to pursue a career in research.

He likes the friendly people and welcoming atmosphere at Populus. He enjoys the range of clients – a number of which are in the sports sector – a topic that he is passionate about. He likes rugby and has recently taken up Tai Chi. He has also travelled extensively. In his spare time he enjoys reading, writing and seeing plays.

Caitlin joins Populus from ORC International, where she was enrolled on the graduate programme. Her experience spans both quantitative and qualitative research with a focus on customer experience. Caitlin graduated from the University of Exeter in Psychology, which led to a career in behaviour economics. She has always been interested in human behaviour.

She works on a variety of quantitative projects in her role as Senior Research Executive. She was drawn to Populus due to the current and innovative market research methods such as Virtual Reality.

Caitlin grew up in Cardiff, and is fluent in Welsh. She spent a year travelling the world with her best friend, which saw them travel extensively around New Zealand, Australia and Asia; a highlight was Vietnam, she enjoyed being entirely submersed in a completely different culture and surroundings.


Chris brings over 10 years’ experience in consumer and omnibus research, during which time he has built an outstanding reputation for delivering high-quality, domestic and international research for hundreds of clients from blue chip companies to PR and communications agencies.

With considerable experience in devising research that delivers the credible insight clients need to drive powerful PR campaigns, develop successful new products and shape messages that resonate with target audiences, Chris is passionate about delivering reliable research that the public can trust.

Since joining Populus in 2014, Chris has succeeded in building the capabilities and reputation of the Omnibus team, significantly increasing its contribution to the business’ turnover and growing its extensive client base, which now includes well-known organisations such as EDF, Which? and IGD.

Rebecca has a varied background, having carried out market research for clients across a variety of sectors including retail, telecommunications, finance and media sectors.

Since joining Populus she has been promoted to Associate Director, where she draws upon her in-depth knowledge of online panels in the Omnibus team. She loves the variety of techniques, opportunity to get involved in a range of projects and the people at Populus. She’s driven by a fascination of people and how people work, and enjoys uncovering this insight in her career.

In her spare time, she likes to bake and has recently moved into patisserie making – her most recent creation being an intricate chocolate gateau. She has undertaken courses to hone her skills and loves discovering new recipes.

Jake thrives on delivering insightful data that tells a story. As a Senior Research Executive at Populus, Jake writes questionnaires, reports, charts and produces commentary to deliver the best research solutions for clients across a wide range of sectors. He loves uncovering the true meaning of the research, guiding clients to better informed decisions.

He was drawn to Populus due to the opportunity to develop his career in research, the friendly and welcoming atmosphere, and to work with innovative new methodologies, such as Virtual Reality.

Prior to joining Populus, Jake worked at MindMover for 3 years, joining as a Graduate Project Manager and working his way up to Senior Research Executive level. Although he has experience of a variety of clients, his background has included retail, media, leisure, sports and nutrition sectors. He graduated from the University of Northampton in 2014 with a First-Class Honours BA in Business Economics.

Jake has been a Newcastle fan since childhood, and regularly plays Power League 5-a-side. When he’s not watching or playing football, his great passion is travelling; he recently went travelling across the west coast of America, exploring Las Vegas, Los Angeles and San Francisco.

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If you would like to apply, please send your CV and cover letter in an email to jobs@populus.co.uk with the job role for which you are applying in the subject of the email.

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