About d+m

davies+mckerr was founded by two ex planners with a hunger to make research work harder and give better guidance to clients. This has defined our culture, the work we do for clients and the clear effective thinking and direction we deliver to them

Our idea was to fuse effective and inspiring consumer research with sharp, insightful brand thinking, to help create and shape more effective futures for the brands we work with.

And we have built a significant force of senior like-minded talent, all with the planning gene, curious and turned-on by the same vision.

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  • Andy Davies

    Founding Partner

    Andy has 25 years experience across qualitative research and creative agency planning in the UK and US, winning IPA and APG awards along the way. The aim for davies+mckerr is to ensure insight and imaginative thinking significantly impacts on brand and business effectiveness. Andy is highly adept at sniffing out great strategic opportunity for brands, and adding a consultancy layer to projects to maximise usefulness.
  • Roger McKerr

    Founding Partner

    Roger has 25 years’ experience as both a creative agency planning director and an insight driven marketing strategist. He rapidly gets to the heart of the issue and helps clients and agencies move forward with clarity and confidence. For many clients, he’s become a point of strategic continuity on their brands.
  • Shaun Barton

    Managing Partner

    Shaun brings 8 years of research experience working across qualitative and creative agencies. During his time he has worked across a range of sectors from media and technology to retail and FMCG, both internationally and closer to home, using everything from biometrics to mobile ethnography to deliver sharp thinking and results.
  • Barbara Owens


    Barbara has broad experience utilising qualitative, quantitative and deliberative methodologies to generate sharp thinking for clients. Having begun her career in media planning insight, before working for top research agencies, she has a strong understanding of the communications landscape, bringing strategic acumen to every project. This includes leading global projects and presenting findings to senior clients across media, technology, telecoms, FMCG and retail sectors.
  • Tom Anderson


    Tom’s life in research includes experience as a client as well as working in creative and research agencies. He has picked up great experience across a range of sectors including online and offline media, tech, utilities, the arts and finance. Tom is well versed in a variety of qual methods which he uses to deliver clear thinking to his clients.
  • Sandy Franklin


    Sandy’s exceptional recruitment skill set is based on her ability to effectively bring the research brief to life for the recruiters in field, ensuring we talk to the right people on every project.

    Having a real depth and breadth of experience gained over two decades of recruitment at leading qualitative agencies, Sandy has a commitment to delivering superior quality
    and innovation in recruitment.
  • Kenny Fox

    Research Director

    Kenny brings vast experience working with some of the world's biggest alcohol, FMCG, tech and retail brands. Highly skilled at harnessing consumer insight and emotion through a range of qualitative approaches to help solve tricky business challenges. Committed to delivering persuasive, sharp thinking on every project.
  • Josh Sparrow

    Research Director

    Josh brings to the team over a decade of experience in strategic brand and communication research, working across Technology, Entertainment, Retail, FMCG and Social categories. As well as being well versed in most offline qual methods, Josh has great experience of leading edge digital techniques and understanding of the emergent world of technology branding.
  • Sarah Wolff

    Research Director

    Sarah has over 8 years experience as a qualitative researcher working across a broad spectrum of sectors including retail, technology, FMCG and automotive. She has significant experience of working both internationally & domestically, and is adept at using a wide range of qualitative techniques, from more traditional face to face methodologies through to newer digital /online approaches. Sarah uses her background in anthropology to get under the skin of research questions to ensure insight
    is grounded in real-world contexts.
  • Sion Payne

    Associate Director

    Having forsaken a potential career in marine sustainability, Sion developed a passionate interest in shaping the future and sustainability of major brands. His experience spans both international and domestic projects, working across a range of sectors from gaming, energy to healthcare. He believes in the power of intelligent insight and the role it can play in carving out strategic opportunities for brands.
  • Gabriela Shutter

    Associate Director

    Gabriela is a method neutral researcher bringing 6 years’ experience in managing end-to-end strategic insight projects. Her strengths include customer journey exploration, concept testing, product optimisation and brand positioning, delivering actionable solutions to inform critical business decisions. Her background includes working with blue chip financial institutions in B2B environments together with B2C audiences within retail, energy, telecoms and
    public sector industries.
  • Andrew Taylor

    Head of Quant

    Andrew has over 25 years experience as a leading quant researcher and consultant. He deploys the latest techniques to engage and understand consumers and provides clients with the numbers-based evidence needed to make key decisions. A former MD of NOP’s Customer Relationship Research Unit, Andrew runs our numbers work on an integrated or standalone basis be this market sizing,
    brand tracking, proposition testing, creating
    market models using conjoint analysis or establishing new customer segmentations.
  • Carla Sher

    Operations Manager

    With over 15 years of experience in market research under her belt, Carla joined davies+mckerr in January 2014 as Operations Manager. With a strong track record in operations and fieldwork, she has superb project management and organisational skills, together with great attention to detail. At davies+mckerr, Carla is there to make sure that everything runs smoothly and efficiently.
  • Carla Vasques

    Associate Partner, Brazil

    Carla has a degree in marketing and advertising and a Master’s Degree in Digital Marketing. During her 21 years of professional experience in qualitative research, Carla has had the opportunity to work with major national and international advertisers and agencies, resulting in very wide experience accross a range of categories and methodologies. Carla is outstanding at delivering insightful and actionable findings, and has a wide network
    of affiliates in Latin America to draw on
    should the study demand it.
  • Nick Ho

    Associate Partner, China

    Nick and his team are based in Shanghai and conduct research in tier 1-4 markets in China, as well as Taiwan, Hong Kong and other Asian markets. They work across a wide range of categories for some leading brands and agencies.
    Nick had moderated over 8,000+ groups and interviews, is a Unilever-accredited moderator, and previously was the regional Managing Director for Firefly Millward Brown. Prior to that he worked client side for Nickelodeon
    and MTV Asia.
  • Pebble

    Global Head of Security