Our People
We are a small group of highly experienced shopper research experts and aim to lead the way in shopper insight. Between us we bring years (over 150!) of industry experience, gained both client side and within leading research agencies. We focus only on shopper research and are method neutral, using a bank of tools and techniques to uncover insights that are real and lead to tangible actions.
Iona Carter, Director
Iona has over twenty years of experience in shopper and retail research. She joined Shoppercentric in 2006 following several years leading shopper insight with Research International, most recently as Head of Retail and Shopper.
Penny Ericson, Director
Penny has extensive experience in brand & consumer, sports marketing / sponsorship and media research (agency & client). Previously Head of Retail at IPSOS, she is a full member of the Market Research Society and ESOMAR.
Danielle Pinnington, Founder & Owner
Danielle spent her first 12 years as a researcher specialising in the world of NPD, branding and sales volume estimation. She rose to the position of Deputy MD at Research International before joining Incite Marketing Planning as a Board Director. Here her specialisim in shopper began to develop. In 2004 she took the decision to break out of the generalist agency world and set up Shoppercentric - and she hasn't looked back since.
Kristen Davis, Director
Following several years as one of our Associates, Kristen joined us a permanent team member in 2010. She has significant experience in consumer trends and future thinking, including previous roles as a Trends Forecaster for Initiative Media and a Qualitative Director for Hall & Partners.
Louise Lear, Director
After numerous roles with Research International, Louise went on to become a Director at TRBI (now Synovate). She has spent the last five years working as an Independent Researcher, including Associate work with Shoppercentric and continuing to specialise in retail and shopper research.
Susie Spencer, Director
Prior to joining Shoppercentric, Susie was Head of Research at Marks and Spencer and has over ten years of experience in shopper insight. She also has significant experience in brand and advertising research.
Claire Pearson, Director
Claire has 10 years insight experience gained at Tesco, Cadbury and Sainsbury's. It was during her time at Cadbury that she became a shopper insight specialist. Claire returned to retail in 2010, heading up a Sainsbury's insight team guiding business and property strategy.
Alice Synge, Marketing & Operations
Alice is the oil that keeps Shoppercentric moving! Her years of experience in support roles are invaluable to us, and her particular focus is on driving our industry presence and our focus on current hot topics.
