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About MC Squared| Michelle Coombes Consulting

I feel extremely fortunate to be able to say that I love my job. I delight in discovering why people do what they do and think what they think - unpicking how experiences shape people's view of the world and the brands they rely on. I am proud to harness exceptional research to bring consumer voices into the boardroom & uncover compelling opportunities for growth. I believe in meaningful, persuasive storytelling; to me this encompasses the analytical skills to find commercial opportunities, creativity to visualise a story that lands, and presentation/ workshop skills to drive action. With experience garnered in senior roles at leading agencies, I have researched most categories in my time, managing global & domestic insights. I have proven history of acting as a trusted partner, operating as an extension of the client’s team. I now work independently with agencies & client-side teams alike. Whether you need support across an entire project, to outsource specific tasks, or a proposal taking off your hands, I have the expertise & flexibility to help. I'm happy to beaver away in the background or consult directly with your stakeholders as needed. EXPERTISE| Audience/ market understanding| Segmentation (via needs, attitudes, behaviour, occasion or shopper), U&A, driver analysis. Informing targeting, messaging, NPD, brand and category strategy. Brand & marketing strategy| Finding meaningful positioning & execution. Monitoring performance via global, multi-market & domestic tracking (B2B/ B2C, brand, NPS, CSAT, comms). Pre-testing & in-market impact of traditional ad campaigns, experiential, sponsorship & eCRM. Retail & shopper insight| Across supermarket, luxury, high street, online & outlet environments. Customer journey & store navigation. Optimising product assortment/ pack/ price/ merchandising/ layout/ staff training etc. to drive desired behaviour, perceptions & sales. NPD/innovation| From white space, concept development to pre-launch optimisation

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