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

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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.

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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 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. 

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Marie Screene
Research Director

Marie has 20 years agency side consumer market research experience (GfK, Nielsen, Savanta (previously The Oxford Research Agency / Future Thinking). A specialist in FMCG business, with a keen interest in new product development research, including concept testing, product testing, ranging, and packaging evaluation. With her friendly professionalism, building close working relationships with clients is one of Marie’s core values.


Jasper Darby 
Senior 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. 

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Anna Dawson
Qualitative Research Director

With over 20 years of qualitative exploration into shopper behaviour, across a variety of sectors, FMCG research is the backbone of Anna’s expertise. Her deep dive into all-things grocery, was kick started via a strong grounding at IGD (Institute of Grocery Distribution). She has worked alongside Shoppercentric for the last 15 years, feeding into projects across a variety of sectors. No shopper gets away with the easy answer when Anna is on the case.

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Hannah Daniels 
Research Executive

Hannah joined the team in May 2021 as a Trainee Research Executive after having spent three years obtaining her undergraduate degree in psychology. Working alongside Rob and Jasper and aiding the Research Directors, Hannah can be found diving into both qualitative and quantitative project work where she conducts various tasks including analysing data and creating reports.


Rob Bates 
Operations Manager

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 all aspects of the business from building virtual shelves and project setup 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.


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.

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Dr. Ivar Clemens
Neuroscience Consultant

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.