Values & Ethics

My approach to market research is guided by a strong commitment to professional responsibility and research integrity. I recognise that research outcomes influence strategic decisions, public communication, and consumer experiences, involving a wide range of stakeholders. Therefore, ethical considerations are embedded throughout the research process, from study design to analysis and reporting.

Transparency in Data & Reporting

I prioritise transparency in data collection, analysis, and interpretation. Findings are presented clearly, with context, assumptions, and limitations disclosed, so stakeholders understand not only the results but also how conclusions were reached and where caution is needed.

Research is conducted with respect for participants, customers, and audiences. This includes responsible data handling, informed participation, and careful communication of insights to avoid misrepresentation, exploitation, or unfair portrayal.

Respect for Participants & Audiences

Cultural Sensitivity & Context Awareness

Consumer behaviour is shaped by cultural, social, and market contexts. I take a context-aware approach to research design and interpretation, recognising that insights are not universally transferable and ensuring findings are relevant, accurate, and culturally appropriate.

Sustainability-aware Decision Making

I support research that enables responsible, sustainable decision-making. This means considering long-term implications, avoiding short-term gains at the expense of social or environmental impact, and promoting strategies grounded in both evidence and accountability.