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Senior
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2
jobs
Consumer Insights and Market Research Specialist
James Johnstone
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Experienced researcher and insight specialist. Passionate about enhancing the effective use of audience-led insight in strategic decision-making, with a successful record over ten years in the charity and sports sectors.
Markets
United Kingdom
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Industries
Language
English
Fluently
Available
My experience
2020 - ?
freelance
Insight Analyst
Weber Shandwick.
Analyst
2020 - 2020
job
Insight Manager
The Football Association.
I managed delivery and use of audience and product insight across The FA.My achievements were:
• Leading insight planning and delivery for grassroots football nationwide
• Leading insight planning and delivery for Club Wembley hospitality membership scheme
• Tracking sentiment towards restarting grassroots football in light of Covid-19 postponement
• Leading high priority projects such as researching The FA's employer reputation, and creating
a grassroots coaching community for online qualitative research
• Working with Data Analytics team to build dashboards for Grassroots and Club Wembley
Divisions, improving access to insights on football participation and membership renewals
• Developing insight programmes focussing on commercial partnership growth, including public
sponsorship KPI measurement for the 20/21 RESPECT campaign, and partnership uplift
opportunities for Club Wembley as a result of Covid-19
• Managing an Insight Officer within the team
• Leading insight planning and delivery for grassroots football nationwide
• Leading insight planning and delivery for Club Wembley hospitality membership scheme
• Tracking sentiment towards restarting grassroots football in light of Covid-19 postponement
• Leading high priority projects such as researching The FA's employer reputation, and creating
a grassroots coaching community for online qualitative research
• Working with Data Analytics team to build dashboards for Grassroots and Club Wembley
Divisions, improving access to insights on football participation and membership renewals
• Developing insight programmes focussing on commercial partnership growth, including public
sponsorship KPI measurement for the 20/21 RESPECT campaign, and partnership uplift
opportunities for Club Wembley as a result of Covid-19
• Managing an Insight Officer within the team
Coaching, Research, Qualitative research, Analytics, Growth, Community, KPI, Sponsorship, Campaign, Online, Manager
2018 - 2020
job
Consumer Insight Manager
Cancer Research UK.
I managed insight development across the Fundraising & Marketing portfolio, designing and implementing roadmaps to ensure decisions on income, loyalty and brand attribution were evidence-
led. I specialised in embedding insight tools across the business. My achievements were:
• Creating a centralised Insight Hub to increase consumption and reduce duplication of key
insight. I managed a project team to scope, design, develop and embed the Hub across the
organisation. For this, I won the 'Connections' award for outstanding collaboration at the charity's 2019 Fundraising & Marketing Awards
• Delivering key insight for strategic programmes such as: fundraising opportunities in gaming
and streaming; increasing donor retention; and Individual Giving product development
• Leading primary research to inform CRUK's new organisational strategy in 2019
• Managing development of the Legacy Giving audience segmentation
• Producing trend-watching reports for the CEO, Executive Board and wider Fundraising & Marketing directorate to help manage the impact of Covid-19 on the charity
• Creating the CRUK Insight Network, an organisational peer group of research and insight
teams including Consumer Insight, UX, Innovation and Health/Policy Evaluation
• Developing my leadership skills through management of internships and agency relationships
• Raising the profile of the Consumer Insight team and Insight Network by speaking at team
meetings, Director-led briefings and directorate 'stand-up' talks
• I was nominated for an 'Our Heroes' award - CRUK's annual organisation-wide awards - for
contributing to delivery of a strategic review of the Race For Life events programme
led. I specialised in embedding insight tools across the business. My achievements were:
• Creating a centralised Insight Hub to increase consumption and reduce duplication of key
insight. I managed a project team to scope, design, develop and embed the Hub across the
organisation. For this, I won the 'Connections' award for outstanding collaboration at the charity's 2019 Fundraising & Marketing Awards
• Delivering key insight for strategic programmes such as: fundraising opportunities in gaming
and streaming; increasing donor retention; and Individual Giving product development
• Leading primary research to inform CRUK's new organisational strategy in 2019
• Managing development of the Legacy Giving audience segmentation
• Producing trend-watching reports for the CEO, Executive Board and wider Fundraising & Marketing directorate to help manage the impact of Covid-19 on the charity
• Creating the CRUK Insight Network, an organisational peer group of research and insight
teams including Consumer Insight, UX, Innovation and Health/Policy Evaluation
• Developing my leadership skills through management of internships and agency relationships
• Raising the profile of the Consumer Insight team and Insight Network by speaking at team
meetings, Director-led briefings and directorate 'stand-up' talks
• I was nominated for an 'Our Heroes' award - CRUK's annual organisation-wide awards - for
contributing to delivery of a strategic review of the Race For Life events programme
Network, LED, UP, Manager, Organization, Development, Streaming, Health, Retention, Ceo, Marketing, Management, Leadership, Fundraising, Innovation, UX, Research, Product development, Design
2015 - 2018
job
Senior Research Executive
Royal National Lifeboat Institution.
In this role I expanded my responsibilities from Executive level, broadening my knowledge and experience in effective application of insight at a strategic level. My achievements were:
• Leading a three-year mixed-method research programme helping the RNLI commit to expanding its international work. Embedded key findings across the business, most
notably through presentations to the Executive Board, Trustees and Council
• Monitoring brand health through annual UK and Republic of Ireland tracking studies
• Supporting development of the RNLI Brand & Marketing donor segmentation
• Building insight into strategic planning for various teams for the first time, including
Innovation, Corporate Partnerships and Youth Education
• I was nominated for an IOF Insight in Fundraising 'Rising Star' award in 2015
• Leading a three-year mixed-method research programme helping the RNLI commit to expanding its international work. Embedded key findings across the business, most
notably through presentations to the Executive Board, Trustees and Council
• Monitoring brand health through annual UK and Republic of Ireland tracking studies
• Supporting development of the RNLI Brand & Marketing donor segmentation
• Building insight into strategic planning for various teams for the first time, including
Innovation, Corporate Partnerships and Youth Education
• I was nominated for an IOF Insight in Fundraising 'Rising Star' award in 2015
Marketing, Research, Innovation, Fundraising, Strategic Planning, Embedded, Monitoring, Health, Development, International, Planning
2012 - 2015
job
Research Executive
Royal National Lifeboat Institution.
I led end-to-end research projects in-house and alongside agencies. My achievements were:
• Creating and building the RNLI Supporter View research panel, for which I won two
Institute of Fundraising awards in 2015
• Capturing the voice of 1,500 staff members and 35,000 volunteers on RNLI national
campaigns and initiatives such as Respect The Water and Mayday
• Creating and building the RNLI Supporter View research panel, for which I won two
Institute of Fundraising awards in 2015
• Capturing the voice of 1,500 staff members and 35,000 volunteers on RNLI national
campaigns and initiatives such as Respect The Water and Mayday
Research, Fundraising, LED
2010 - 2012
job
Research Administrator
Royal National Lifeboat Institution.
I supported the Research Manager on research projects, and helped develop the 'Lifestage' audience segmentation model, enabling better understanding of supporter behaviour.
CRM, Research, MS office, Power BI, Tableau, Spss, Analytics, Office, BEE, Power, Administrator, Social, Manager
My education
2014
-
2015
Market Research Society (MRS)
MRS Advanced Certificate of Market & Social Research Practice, Research
MRS Advanced Certificate of Market & Social Research Practice, Research
2006
-
2009
University of Southampton
Bachelors, History
Bachelors, History
1999
-
2006
Aylesbury Grammar School
A-Levels, GCSEs, Various
A-Levels, GCSEs, Various
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