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Brand Consultant Specialising in Qualitative Methods
Monty Cholmeley
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
An expert in untangling and distilling information down to its core idea, who's helped companies shape and bring to life strategies both in the UK and on a global level. A trusted partner on a wide selection of brilliant brands (covering lots of categories too).
Highly proficient in using both conventional research methods (both qual. & quant.) and digital techniques (creating and facilitating) to understand audiences in detail, all over the world. A highly friendly and empathetic person who loves writing and presenting illuminating great work, who's constantly curious and excited by life.
Highly proficient in using both conventional research methods (both qual. & quant.) and digital techniques (creating and facilitating) to understand audiences in detail, all over the world. A highly friendly and empathetic person who loves writing and presenting illuminating great work, who's constantly curious and excited by life.
Markets
United Kingdom
Language
English
Fluently
French
Good
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2015 - ?
freelance
Research Director (freelance)
(Freelance)
- Ran project in the UK in assisting identify Global brand strategy for Deliveroo.
- Creating methodology and facilitating 5 stage research project (Including depth interviews, online communities and focus groups) to support LSU's work on the Anchor butter brand for arla.
- The research was used to support creation, then test and validate a new strategy to underpin all brand activity in 2018 and beyond
- Assisting TAG with building and launching their digital qual. offer
- Defining the ‘In store purchase decision hierarchy(PDH)’ in US through 6 month, 5 City study for Absolut
- Facilitating live consumer/delegate Q&A (with 50 respondents participating for all over the UK) at the 2016 Whitbread Leadership conference
- Various projects for other clients including, Lucozade, Yoplait, Whitbread, Heineken
- Ran project in the UK in assisting identify Global brand strategy for Deliveroo.
- Creating methodology and facilitating 5 stage research project (Including depth interviews, online communities and focus groups) to support LSU's work on the Anchor butter brand for arla.
- The research was used to support creation, then test and validate a new strategy to underpin all brand activity in 2018 and beyond
- Assisting TAG with building and launching their digital qual. offer
- Defining the ‘In store purchase decision hierarchy(PDH)’ in US through 6 month, 5 City study for Absolut
- Facilitating live consumer/delegate Q&A (with 50 respondents participating for all over the UK) at the 2016 Whitbread Leadership conference
- Various projects for other clients including, Lucozade, Yoplait, Whitbread, Heineken
Brand identity, Research, Test, Support, Online
2013 - 2015
job
Head of Digital
Davies + Mckerr.
- Created and Head the company's digital offer, trained colleagues, submitted and presented our techniques to the 2015 MRS Conference
- Project for the Global Heineken Strategy Team creating both the insight and thinking to underpin their global music strategy along with working on other high profile projects on many aspects the business (quality credentials, pack design, audience understanding)
- Lead work for Red Bull that identified cultural trends that are fueling Gen Z + Millennial's switching out of the category, to give recommendations and inform the future strategy for the brand
- Project for the Global Heineken Strategy Team creating both the insight and thinking to underpin their global music strategy along with working on other high profile projects on many aspects the business (quality credentials, pack design, audience understanding)
- Lead work for Red Bull that identified cultural trends that are fueling Gen Z + Millennial's switching out of the category, to give recommendations and inform the future strategy for the brand
Qualitative research
2011 - 2012
job
Research Manager
Davies + Mckerr.
- Helping Foster's build quality credentials and reverence into the brand (alongside also working on multiple aspects of the marketing mix: creative development, pack design, glassware, insight etc.)
- Helped Heineken UK get to know their UK consumer on a deeper level. Our multi-methodlogical approach enabled us to give them a vivid picture of what their UK audience looked like - as all they had before was a global pen portrait. By better understanding the nuances and differences of the UK premium beer drinker, the client team was able to better target him through their communications and marketing
- Booking.com looked to fully understand the leisure customer journey; from the first "let's do this" spark to checking in and checking out the hotel room - we gave them a detailed perspective on this to inform future communications
- Naked Juice wanted to bring to life both their UK consumers, and how they were consuming the smoothie - to adapt future communications around the brand (which were previously US centric)
- Ethnographic work for Walkers to unpick the "Lunch box moment" identify insights to inform their strategy to marry their product with the British Lunchtime
- Helped Heineken UK get to know their UK consumer on a deeper level. Our multi-methodlogical approach enabled us to give them a vivid picture of what their UK audience looked like - as all they had before was a global pen portrait. By better understanding the nuances and differences of the UK premium beer drinker, the client team was able to better target him through their communications and marketing
- Booking.com looked to fully understand the leisure customer journey; from the first "let's do this" spark to checking in and checking out the hotel room - we gave them a detailed perspective on this to inform future communications
- Naked Juice wanted to bring to life both their UK consumers, and how they were consuming the smoothie - to adapt future communications around the brand (which were previously US centric)
- Ethnographic work for Walkers to unpick the "Lunch box moment" identify insights to inform their strategy to marry their product with the British Lunchtime
Design, Marketing, Research, Spark, Development, Booking, Manager
2009 - 2011
job
Research Exec
Davies + Mckerr.
- created an annual trend report on all that was happening in the Digital/Technological World
- Other notable clients throughout my time at davies+mckerr include: Sky, Sainsbury's, Tropicana, Bulmers (+ rest of Heineken UK portfolio), Doritos, Blackberry, McDonalds, Johnson and Johnson, Yoplait, Pepsico)
- Other notable clients throughout my time at davies+mckerr include: Sky, Sainsbury's, Tropicana, Bulmers (+ rest of Heineken UK portfolio), Doritos, Blackberry, McDonalds, Johnson and Johnson, Yoplait, Pepsico)
Research, REST
My education
2001
-
2005
The University of Newcastle
Bachelors, French
Bachelors, French
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