Annie joined FACE as our new Research Manager in April, and I sat down with her last week to have a chat
Tell us what brought you to FACE?
One of my biggest reasons for joining FACE was to expand my wealth of qualitative experience, especially co-creation. As FACE developed from an incredibly strong co-creation background, I couldn’t think of a better agency to broaden my research skills – particularly in this area.
I was also attracted by the opportunity of engaging consumers in this sort of creative way and working together as a team to try and produce something a bit special .The idea of getting ideas from consumers directly and tapping into their creative imaginations is really exciting to me
And of course, I can’t not mention the amazing team that works for FACE! I’m still yet to get to know a lot of people, but it was a vital draw to the company – although I didn’t realise this until my first interview!
What draws you to market research, and what sectors do you enjoy working with?
I studied Drama and Cultural Studies as an undergraduate, which was fun and diverse – I loved getting to grips with different characters, what makes them tick, and how cultural context drives their attitudes and behaviours. This followed with a conversion course to Law, which combined my fascination for human nature with practical problem solving.
If it’s not clear already, all this human nature stuff relates to why I want to study humans for a living – I find us pretty interesting! I also have a real interest in brands and what they signify for us, which probably stems from when I was about six years old.. I was bought a skirt from a family friend from Harvey Nichols (lucky kid), and I remember parading around in it, acting like a mini brand advocate. Even at six, brands had really rubbed off on me – in that moment, I knew that skirt made me “cool”! Temporarily anyway…
So far, I’ve gained most of my experience in FMCG and personal care, the latter being a real interest point, as well as the automotive industry. To me, it’s products within sectors like these that we build really interesting emotional relationships with – and I find it fascinating to dig into how these sorts of products can make someone ‘feel’.
What are you most looking forward to learning and achieving in your new role?
Like I’ve already mentioned, the chance to learn more about co-creation, and develop some solid new skills in this area of research.
Also, I’m really looking forward to developing new skills that explore fun ways of truly enthusing consumers – how to get the best out of them in workshop and co-creation setting, and therefore walk away with something really exciting to us and the client. I’m hoping I can draw on my drama skills to help with this!.
Tell us about yourself outside of work!
My biggest and probably more interesting activity outside of work is being a part of the indie choir Some Voices. We sing stuff like ‘No Diggity’ in six parts (or most recently a Beyonce/Eurythmics mash up) and usually have four big gigs a year. Our last gig was at Oval Space and then previously, KoKo in Camden – usually it’s a squeeze to fit all 350 of us onto a stage.
I also started swing dancing recently with some friends, and love a random gig (like puppet shows, immersive theatre) – the more random the better!
Interested in joining us at FACE? Send your CV to our head of research Matt Arnold – we’re always keen to hear from smart qualitative thinkers: Matthew.Arnold@Facegroup.co.uk