Hi, I’m Alex Charlton, and I am in expert in helping organisations better understand their customers, then helping them use these insights to make better business decisions.

I have been a practising qualitative researcher for much of my career and have over 1k group discussions, depth interviews, and ethnographies to my name. Nothing makes me happier than getting stuck into a good qual project.

That said - I’m not just a qual researcher- I am particularly strong at delivering complex research projects that seek to tackle big questions and combine a bricolage of approaches, e.g. qualitative research, quantitative research, behavioural science, cultural analysis, semiotics, and artificial intelligence.

I have developed my skills over more than 20 years in customer insight, brand strategy and innovation, working both client- and agency-side.

For most of this time, I was a managing partner at the two full-service customer insight and brand strategy agencies that I co-founded, Essential and Craft.

Over the course of my career, I have been fortunate enough to work with clients, including: the Advertising Association, Amazon, BBC Studios, Carat, Discovery, Fox, ITV, Microsoft, Liberty International, Netflix, Reach, Samsung, Sony, Starbucks, TD Bank, Telefonica, Twitter, UKTV, Warner Bros. Discovery, and Viacom.