Fiona set up Fiona Whitehead Research in 1994, an independent research consultancy based in Amersham, Bucks
Prior to that, she was a Director at Pegram Walters Associates, having moved there from Research Bureau Ltd where she began as a graduate trainee in 1979. Sadly both these agencies have now been bought by larger organisations, but both provided fertile ground over 15 years for gaining experience of a very broad range of techniques, markets and clients. Happy days!
Fiona's work as a consultant has covered projects ranging from the sublime (interviewing film producers for the Film Council) to the mundane (evaluating satisfaction with domestic cleaning services), from the large (annual national syndicated study of digital music buying) to the small (mail out to recipients of new business to business marketing initiative), from the sensitive (how to protect young women from drinks tampering) to the straightforward (what gifts would kids like with their wrapped cheeses). As well as these individual projects, Fiona has carried out research on 30+ shopping centres, profiling usage and behaviour and monitoring advertising effectiveness
