A stand-out team of shopper and retail expertise on every project

Danielle Pinnington

Consulting Partner

Danielle has 25+ years’ experience and spent her first 12 years as a researcher specialising in the world of NPD, branding and sales volume estimation. Her specialism in shopper led to the founding of Shoppercentric. She is often asked to give the shopper perspective at conferences, and on radio and TV for the likes of BBC and Sky News

Tim Baker


Tim's background is in blue-chip clients and suppliers: He worked at Distillers (pre-Diageo) and Unilever before moving to Research International and then ACNielsen. This experience, along with a sensitivity to client needs, enables him to design the most appropriate solutions for business needs and budgets, particularly in the leisure market.

Jamie Rayner

Managing Director

Jamie’s experience spans across both client and agency side. From pioneering behavioural shopper insight 20 years ago to today: designing global research programmes, decoding and disseminating insight back into the sales and marketing functions of global companies, to elicit change and unlock brand growth.

Kristen Davis

Head of Qualitative Research

Kristen is a qualitative researcher in consumer and shopper motivations with over 20 years of experience. In a former life, she was Trends Forecaster for Initiative Media and Qualitative Director for Hall & Partners. Thoughtful, rigorous and insightful, Kristen turns complexity into clear-thinking.

Jon Darby


Starting out in agency side operations, Jon rose rapidly. He is highly experienced in all methods of data collection and analysis. He enjoys the challenge in creating innovative and practical solutions to address complex research objectives. He sees the effective visualisation of research information as a key to successful project delivery.

Sarah Lacey

Research Director

Sarah has been a high flyer both as a supplier (AGB (now Kantar), ACNielsen) and client (Johnson & Johnson), where she was Global Head of Shopper Insight before we were able to tempt her to join us. Sarah's skills and experience allows us to offer serious consultative capability in the shopper arena.

Sarah Banks

Research Director

Having cut her teeth as a Global Brand Manager at NIVEA HQ (Beiersdorf AG), Sarah has since gained 15+ years wide-ranging research and insight experience with UK & international FMCG and Healthcare businesses. She is adept in working across Insight, Marketing, R&D and Customer teams to maximise learning and outcomes from insight-driven projects.  

Penny Ericson

Associate Consultant

Penny has 25+ years of varied research experience, spanning sports marketing, media, customer satisfaction, retail & shopper. She is Ex senior Director at Ipsos and Acacia Avenue. Thoughtful, intelligent, organised & commercial – Penny makes things happen.

Rob Bates 

Senior Research Analyst

After teaching English in Hong Kong for 4 years, Rob returned to the UK to start his career in Market Research. Rob is heavily involved in many aspects of the business from building virtual shelves to data analysis and report creation. Rob has a keen eye for data quality and can often be found scouring through data at a detective-level to ensure all our data is top quality.

Jasper Darby

Research Executive

After working in operations for a tour operator, Jasper joined Shoppercentric as a Trainee Research Executive in early 2019. With a creative mind and a fine attention to detail he supports many areas of the business. On a day to day basis he is usually assisting the directors with project work. Consisting of report creation, data analysis and bringing results alive with digital output. 

Dr. Adjmal Sarwary

Neuroscience Consultant

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The interest in the human mind has always been a strong driver for Adjmal. After he obtained his PhD in Neuroscience, he aimed at bridging the gap between academic theory and industry practice. His main focus lies in translating theoretical scientific concepts into applied reality. He is highly experienced in various neuroscientific techniques and statistical analysis.

Dr. Ivar Clemens

Neuroscience Consultant

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Ivar is an experienced neuroscientist with a passion for computer science. He started using eye tracking in his research 15 years ago and has since become an expert in both computer vision and machine learning. Currently his focus lies on algorithm development as well as large-scale deployment of algorithms as a service.

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