Hello
With more than 22 years’ experience – both client-side and within agencies – I specialise in finding inventive ways to tackle tricky briefs. I cut through the noise by applying creativity to my depth of knowledge and experience to always pull out that little bit more from findings. I love creating the right, sometimes unexpected, methodologies for the project.
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I grew up between Scotland and Japan and the outlook this experience gave me, combined with extensive international research work, has helped me to develop an enhanced sensitivity to cultural contexts, nuances and differences.
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Alongside my research work, I’m also a qualified coach. These roles play into one another – my coaching skills allow me to listen to research participants in real depth, supporting them and coming away with meaningful responses.
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Research is ultimately about people, and I bring all my life experience – as a mixed-race woman, a mum, a business owner, an employee and a coach – to my work. My (sometimes overly) empathetic nature lets me step into other people’s experiences and get a handle on where they’re coming from in terms of their needs, frustrations and desires. The best insight comes from a place of understanding and connection.
The Yugen Network
Always open to new ways of doing things, with Yugen Research you get a degree of creativity and flexibility that delivers the unexpected.
Thanks to our trusted network of experts – all of whom have worked closely with Alex in the past – we can always pull together the best team for your project. Whether you need us to manage the research end-to-end, provide targeted freelance support or run in-house training, we can customise our offering to your needs.
Our network covers all research specialisms, from qualitative and quantitative research to statistics and semiotics. Whatever you need, we’ve got you covered.
Doing our bit
We care about giving back where we can and how this looks is always evolving. We currently offer both financial support and our time to causes we’re passionate about.
We make monthly donations to environmental charities, supporting ClientEarth, Sea Shepherd and Better Planet Education.
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When she’s not running research projects or coaching sessions, Alex is also a mentor. She is part of the Women in Research (WiRE) official mentoring program and also offers free support to other researchers she comes across who would benefit from her time and experience.