Caroline Armstrong

Background

About Caroline Armstrong

I have 25 plus years experience of qualitative research, gained firstly from QED, part of AGB group (now Kantar), a number of years as a partner in a company Akadine Research and for the last 20 years, a freelance researcher based in the North East. I conduct B2B and B2C qualitative research, especially in the energy, social, public sector and FMCG but also have a range of retail, employment, education, children, automotive, pharma and healthcare experience. From homing asylum seekers to Barbie NPD, I have the breadth of research experience that can bring life and insight into any project. I’m not a statistician, I prefer the depth and fascination of how and why people feel, think and act like they do using face to face focus groups, depths, telephone and online depths to achieve this. I'm a confident, well organised professional who approaches each project with the dedication and attention to detail expected by my clients. No size fits all, all projects are approached as unique projects requiring tailor made solutions. I have a unique perspective as have also worked as an employee for charities which has provided a valuable insight into vulnerable people relating to dementia, energy poverty, visual impairment and unemployed. If you need an extra pair of hands to help deliver a project please let me know. I’m extremely flexible, offering moderation only to full reporting. I have a side venture writing Life Memories books for people to capture their life stories. Helping to preserve precious memories whilst joining the past to the future.