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.
