Northstar: The Understanding Business
We are Northstar, a market research company, providing inspirational insights for a whole range of clients in markets from automotive, to hotel and leisure, FMCG to technology.
By research we really mean understanding – understanding that gives brands and services an information advantage – a competitive edge. Our credentials outline the full range of research skills that we deploy on our clients behalf but it’s how we work that really matters.
We call ourselves a “global boutique” big enough to operate on the world stage but small enough to provide a tailored service. Investing where it matters – in the thinking not the process – we have a best of breed model working with chosen partners selected to help us solve each client’s problems.
No faux proprietary tools, no cod “branded processes” – instead a bespoke service from informed thinkers – experts in brand strategy and sensitive to commercial needs.
Learn more | Northstar UK Credentials
Read about our unique location | Northstar on Ebury Street
A little bit about all of us here at the London office:
Research Manager
Adnan has experience on a variety of ad-hoc quantitative studies including product, concept and package testing for a range of large FMCGs. However, his particular expertise lies in omnibus and tracking studies. Since joining Northstar, he has played an integral role in running global brand and ad tracking studies for Volvo. His interest in consumer insight pulled him to his first experiences in qualitative research ending up in interviewing German consumers for NAVTEQ. Adnan’s multicultural background (ethnically Turkish/Syrian; born and raised in Germany) laid the foundation for his interest in international studies. Apart from exploring London in his free time, Adnan is a dedicated cook. Ask for recipes…
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Senior Research Executive
Alex joined the Northstar UK team in September 2011. Having studied Design at Goldsmiths University, Alex fostered a keen interest in understanding the needs of users. This ultimately lead him to pursue a career as a qualitative researcher at the start of 2007.
Prior to joining Northstar, Alex worked for Essential Research, now part of the SPA Future Thinking consortium. He has extensive experience with working within the media, teleco and entertainment sectors, working for clients such as Microsoft, O2, Three, BBC, ITV, Virgin Media and Ofcom. Before working at Essential Research, Alex was employed as a consultant design engineer based in Cranfield University, helping to develop a fuel efficient vehicle built entirely from carbon fibre. His thesis focused on the development and refinement of the world’s first moulded carbon fibre to be used in the automotive sector.
In addition to his BA (Hons) Design degree (2.1) from Goldsmiths, Alex also holds an MSc in Design Engineering (Merit) from Middlesex University. Outside of the office Alex is a keen runner. His interests include music, design and travelling.
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Research Manager
Since joining Northstar in 2006, Chris has worked on a variety of quant and qual studies including several international brand tracking studies, a multitude of national hall tests and numerous ad-hoc studies ranging from qualitative communication testing in Western Europe to webcasting IDIs out of the London office to a Russian audience. With quantitative training from his psychology degree Chris has run some of Northstar’s larger ad-hoc quant studies; most recently pricing and FMCG packaging research. Getting out of the office, Chris has spent successive summers overseeing a large-scale quantitative project conducted at music festivals. He has experience working with Land Rover, Volvo, First Great Western and NAVTEQ among many others. In his spare time Chris is a keen member of his local running club, running the London Marathon in 2010. He holds an MSc in Psychological Research methods from the Open University and a BSc in Psychology from Goldsmiths College, University of London.
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Research Executive
Armed with an independent spirit and a fascination for experiencing different cultures, Daniel has left his native home of Toronto, Canada and moved to the UK to live and work. Having spent two summers at the Northstar London office and a third at the Toronto office, he is now a permanent fixture.
Daniel has a BA (Hons) degree in Communications and Sociology which has given him a firm understanding of research methods, social semiotic analysis and human behaviour. During his time at Northstar he has been involved in both qualitative and quantitative research projects including brand and advertising tracking studies, automotive clinics and a large scale project at music festivals across the UK. Being Canadian, Daniel brings unique insights into North American culture and its impact on the global front.
When he is not at work he enjoys exploring his new city of London, participating in board sports such as wakeboarding and snowboarding, and true to stereotype form, watching and playing ice hockey. On the other hand, you will not hear him say, “oot and aboot”!
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Director
Dimitris joined Northstar in 2008, having previously worked for GFK NOP and Goldfarb Consultants for close to 15 years. He has rich and varied experience in subjects and techniques ranging from NPD and branding and communications to pricing and customer satisfaction as well as technical expertise in online research methodologies. Having lived in Athens for the first half of his life, Dimitris moved to London where he obtained a BSc Hons in Mathematics and an MA in Marketing Management, both from Middlesex University in London. When work is finished Dimitris tries to feed his semi-obsessive love of mountain biking.
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Director
Ian joined Northstar in November 2008 as a Director of Business Development. Ian’s key strength is the marketing and branding expertise that he brings to Northstar. With a career in advertising and marketing both with agencies and clients he has played a pivotal part in the evolution and development of many well-known brands – Peugeot, Rolls-Royce, Kia/Hyundai, Cadbury’s, Del Monte and Grolsch - to name a few. He fully understands client-side marketing issues and is expert at using research to develop marketing based solutions. As well as giving the research team a ‘view from the other side’ (!) Outside work Ian makes a noble effort to convince his friends and family he’s a multi-dimensional Renaissance man.
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Research Manager
Jack joined Northstar after spending a year conducting NPD research in the food and drink sector.
Since joining, Jack has been involved in both quantitative and qualitative studies, in domestic and international contexts, ranging from tracking consumer behaviour to researching international brand potential. These studies have led him to work with brands such as Jaguar, Navistar and Volvo. His main research interests are brand research and consumer trends, with a focus on quantitative methods and the use of statistics to derive solid strategic planning for clients. Outside the office, Jack can be found training in martial arts, in which he holds a 3rd degree black belt in Taekwon-do, and partaking in various endurance sports. Jack holds a B.A (Hons) in History and an M.Sc in Social Research Methods.
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Office & Accounts Manager
James joins Northstar in 2010 as Office Administrator having been recognised historically for expanding the scope of what others may consider to be a monotonous role. Prior to joining Northstar, James worked in sectors as varied as Human Resources, Construction, Logistics, Legal and Retail! Fitting into existing and also establishing new structures, James enjoys taking on the many aspects of “office life” including finance, health & safety co-ordination, account management, events co-ordination and training administration whilst always remaining meticulous and precise – an Office Manager’s most instinctual skills! When not filing and stapling at Ebury Street, James can be found at Stamford Bridge cheering on his team, behind a synthesizer or completing his BSc in Psychology with the Open University!
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Research Manager
Jeff joined Northstar in 2007 after completing a research-based Masters at University College London. In his time at the company, Jeff has advanced his research expertise through a wide array of both qualitative and quantitative projects, from multi-market focus group research to large scale quantitative studies. Jeff has become the Northstar lead when it comes to running large-scale automotive clinics across Europe and also has extensive experience in large-scale FMCG products in Western Europe and the CIS region. Among the variety of brands he has worked with include Ford, Jaguar Land Rover, CIBA Vision and NAVTEQ. Having jumped across the ‘pond’ from the US in 2005, Jeff continues to pursue his goal of seeing as much of the world as possible, whether that be for work or play.
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Research Director
In her 10 years at Northstar, Jessica has become a specialist in qualitative research. From London to Leeds and Paris to Sydney, Jessica has extensive experience of getting to the core of client issues. She has worked on projects in a range of sectors, from small cars to large for numerous car brands including Ford, Land Rover, Volvo, Toyota and Hyundai; talking to Eye Care Practitioners in London, Farmers in Yorkshire and train customers in the South West of England across the world, among many others. With extensive experience in NPD, she has conducted research on advertising testing, customer satisfaction, packaging development and branding. Helping clients to gain an insight into what makes their customers around the world tick is her passion. When not working, Jessica likes to travel the world via ski slopes and beaches.
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Research Executive
Katia was born in São Paulo, Brazil, and has a quite mixed ethnic background: her grandparents were Portuguese, Hungarian, Chinese and Brazilian!
She moved to London in 2000 where she studied for an honours bachelor's degree in Management at Birkbeck (University of London).
Katia started her working life as a Business Process Analyst for Serasa Experian, where she was responsible for mapping and optimising internal processes. For the last nine years she has worked as a Bid Co-ordinator Analyst for UK Structured Finance, managing tender processes and providing financial modelling for key projects.
However, she’s always felt very passionate about human behaviour analysis and was determined to make a career change into Market Research. In September 2010, this wish came to true and she joined Northstar. Katia now supports the team in running global brand and ad tracking studies for Volvo, and feels very fulfilled.
Her interests include learning how to play her acoustic guitar, beach volleyball and handcrafting.
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Research Director
Liz joined Northstar at the end of February 2009, following a 13 year stint in the Automotive department at GfK NOP. Throughout her career, she has managed research projects for a number of Domestic and European manufacturers including Volvo, Jaguar, Land Rover, Chevrolet, Toyota, Renault and VW Group. With experience in all quantitative methodologies, varying project sizes and co-ordinating fieldwork in up to 50 markets around the world, there is little that phases Liz when it comes to research projects, in fact the bigger the challenge the better! When not at work, Liz spends far too much time analysing and segmenting her neighbours trying to find out why nearly all of them own the same brand of car and have chosen the same style of house.
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Managing Director
Matthew founded Northstar Research Partners London office in 2001 and is UK MD. He is responsible for developing Northstar’s international presence and establishing the UK as a core part of the Northstar network. He has remained a research practitioner, managing or conducting research for a variety of clients in Western and Eastern Europe, North America, wider Asia, and the Middle East. His specialty is aligning traditional research methods with the new and evolving science of behaviour theory. He is particularly skilled in NPD and Brand Strategy and has a category specialty in the automotive, travel and transport sectors. Before research Matthew was employed at the Centre for International Studies at the University of Toronto and he holds degrees in the UK from the Universities of Reading and Cambridge.
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Research Manager
Her degree in Psychology helped Nichola to develop a passion for understanding behaviour patterns and the motivations behind them. Having been involved long term in both ad and brand tracking studies for Volvo, Nichola has developed a strong understanding of brand evolution and the many levels on which an advertisement has the potential to succeed. Beyond this she is also experienced in qualitative research, and through studies for clients such as Ford, CIBA Vision, Hyundai and KLP, Nichola has developed a particular interest in ad concept testing and product development. While she holds the automotive industry in high regard, Nichola continues to navigate her way through London on her fold-up bicycle - and counts herself lucky to be alive each morning!
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These are posts from the Northstar London office -
Studio D, 22 Ebury Street, London, SW1W 0LU
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Principal
Pete is the Principal (and Managing Partner) of Northstar UK prior to which he was MD of Saatchi & Saatchi’s research division as well as Divisional Director of GFK NOP’s Automotive practice. He has extensive experience in both tactical and strategic research covering brand strategy, market opportunity, marketing effectiveness and customer loyalty for various Fortune 100 companies working with leading brands such as Volvo, Colgate-Palmolive, Gap and PricewaterhouseCoopers.
Pete is an expert in quantitative research – as a survey/experimental methodologist and an advanced statistical analyst, while his training in psychology also provided a foundation for becoming an experienced moderator and qualitative analyst.
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Associate Director
Since joining Northstar in 2004, Rhiannon has conducted a variety of studies - large and small, international and domestic - with a range of clients including, Toyota, Jaguar, DHL, Total, Publicis, Navteq and Lexicon branding. Rhiannon is trained in both qualitative and quantitative research, but her academic background in linguistics, including social and behavioural motivations for language use, means her interest lies particularly with qualitative research and immersing herself in amongst ‘the customer’. During her time as a researcher, Rhiannon has developed an expertise in communications and nomenclature research where she enjoys the challenge of unshackling findings from their research environment. She also thrives on managing multimarket studies and bringing global findings together for her clients. When the bell rings, Rhiannon continues her quest to find the best Italian around – even if this means leaving Blighty once in a while!
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Junior Research Executive
Samantha joined the Northstar team in early 2012 having developed a passion for research whilst studying Sociology and Social Policy at the University of Nottingham. After university, she experienced a broad range of methodologies while interning at quantitative, qualitative and brand innovation agencies, working on a range of diverse brands and sectors, including Clarks, Persil and SABMiller. From both her degree and industry experience, Samantha has developed a particular interest in qualitative research and has a genuine curiosity for consumers’ desires and aspirations, what motivates their behaviour and how this information can be used to build creative solutions to meet client’s needs. When not working, Samantha is happiest travelling the world and exploring new places.
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Research Director
With over 8 years as part of the Northstar team, Simon draws from a wealth of experience in both qualitative and quantitative methodologies. Working internationally with leading FMCG and automotive clients, Simon has gained extensive knowledge in areas of research such as product innovation, NPD, packaging, communication testing and brand strategy. Away from the office, Simon is a keen musician and a follower of loud drums and heavy guitar riffs.
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