Charlotte Beckett

I specialise in behavioural research, insight and strategy, running projects from design to implementation and evaluation. I work across sectors, including not for profit, government, FMCG, financial services, tech and healthcare. My work has included brand strategy, brand and customer experience, insight and trends, creative strategy and innovation. Whatever the sector, whatever the project, there’s one thing in common: people are at the heart. Start with the why if you want to get to the do.

Recent projects include:

Havas Lynx - positioning strategy and activation for a Rare Diseases healthcare specialist

Saentys - designing and running brand/customer experience research for

a global property developer, including designing a driver model and running implicit association testing to understand and segment audiences through what “home” means to them

Department of Change - designing the customer experience and running an innovation sprint for a global water treatment company (particularly focusing on the UK, France, Italy and the US), including trends research, research into the impact of COVID-19 on consumer behaviour and the workplace; journey experience design; virtual ideation sprints; consumer concept testing

Hugo & Cat - designing the customer experience for ViiV Healthcare’s portfolio of HIV therapies, including research analysis, audience segmentation (HCPs and people living with HIV), persona development and journey mapping; designing/running remote co-creation and research sprints

The BIO Agency - designing and running brand/customer experience research, developing a revised experience strategy - from research and insight to creative oversight, journey and transformation mapping to business casing - for Vodafone New Zealand (including time in-country)

Pomegranate – driver model development to quantify the role of emotions and beneficial brand relationships; working on the proposition for the agency’s research lab

Zinc Network is a social change agency that builds resilience to some of the world's most complex issues by bringing together the networks of people, technologies and ideas that will make change happen, for good. Clients include governments, civil society groups, NGOs and brands in Europe, Middle East, Africa, the US and Australia. Hired, on a fixed term contract, to set up and run the research and strategy team, including designing processes, forging partnerships, supporting business development, and being part of the Senior Management Team. Behavioural research and strategic lead on social change projects, with a particular focus on tackling the rise of disinformation Designing and running both qualitative and quantitative research, and monitoring and evaluation frameworks, in the UK and internationally. Developing creative and communications strategy. Designing and implementing monitoring and evaluation frameworks. Developed and piloted a behaviour-change model, based on academic research, to understand audiences by attitude and level of resilience. This is used to inform audience insights, intervention design and impact reporting around disinformation.

Projects include: Across The Pond - developing a strategy to build a social movement to prevent pressure wounds Rufus Leonard - developing quant/qual research and brand experience strategies for FMCG brands in the UK, India and China Hamell – analysing social data to understand patients' experiences of progressive lung diseases Sopra Steria - user research and customer experience mapping for a Government digital system design project Zinc Network - audience research and creative strategy for a campaign celebrating women in the Gulf