Charlotte is expert in both qualitative and quantitative research techniques. This combined with her experience of consumer trends and running businesses, means that Charlotte can deduce the key insights from research findings and deliver them to clients in a meaningful way.
After graduating with a B.Sc. in Biochemistry, Charlotte worked in main-stream market research with leading agencies BMRB and Ipsos before joining the Henley Centre in 1990, where she managed their consumer research. In the mid-90’s Charlotte joined BT on their breakthrough interactive TV trial, where she ran the analysis of the advertising channel.
In 1997, she joined the consumer trends think tank The Future Foundation as Research Director, progressing to become Managing Director of the research consultancy division.
In 2005, Charlotte set up market research group Munro Global with her business partner Richard Hepburn. Charlotte brought her research expertise to the partnership and led the key public sector and projects using innovative research techniques across the group. The group grew organically and through acquisition to a turnover of c£15 million – the group’s specialism was customer experience research.
In the spring of 2011, Munro was sold to SPA Future Thinking. After supporting the handover to the new owners, Charlotte set up her own business, providing consultancy to client organisations and agencies including Vocatus AG (as UK representative for the company, developing their pricing strategy offer) and Trajectory (she is a shareholder and Research Director of the consumer trends think tank).
In 2013 - 2014 Charlotte acted as COO of the IDM (the Institute of Direct and Digital Marketing) on an interim contract – her role involved bringing in cost controls to this charity and ensuring that the customer is at the heart of the organisational strategy moving forward.
Charlotte is a trustee of a local charity, Age UK Richmond – she is supporting them produce public sector tenders and develop their new strategy. She is also a member of the Age UK London expert panel.