Kelly McKnight

Working at the cutting edge of insights. Blending Artificial Intelligence, Human & Cultural understanding. Better intelligence for better business decisions.

- Passionate about the effective application of trends. I’m not a trend spotter – I use trends in combination with primary research techniques to optimise brands for the future
- Pioneering working with leading-edge consumers in smart combination with mainstream consumers and creative crowdsourcing, enabling brands to effectively leverage trends
- Strategy lead on future-facing insight and innovation programmes for global clients including GlaxoSmithKline, Procter & Gamble, Nestlé, Estée… Show more

- Passionate about the effective application of trends. I’m not a trend spotter – I use trends in combination with primary research techniques to optimise brands for the future
- Pioneering working with leading-edge consumers in smart combination with mainstream consumers and creative crowdsourcing, enabling brands to effectively leverage trends
- Strategy lead on future-facing insight and innovation programmes for global clients including GlaxoSmithKline, Procter & Gamble, Nestlé, Estée Lauder and BOSCH
- Globalised the Culture + Trends offer. Today we are working across 17 InSites offices, collaborating with 400 research consultants around the world, and growing Show less

- Heading up the Culture & Trends team at Join the Dots
- Helping our researchers and clients to understand people in local markets across the globe
- Decoding intercultural differences and spotting emerging trends
- Managing a global network of cultural experts and leading edge-consumers
- Generating forward-looking insights that are culturally rich and commercially relevant

As a consultant at Morris Hargreaves McIntyre I worked closely with a range of major brands in the culture, heritage, charities and leisure sectors to help them transform their business activities through enhanced customer focus. My clients included the British Museum, Barbican, Southbank Centre, British Council, ActionAid, King's College London, Red Letter Days and English Heritage. With a particular interest in market segmentation, I headed the team at Morris Hargreaves McIntyre in the… Show more

As a consultant at Morris Hargreaves McIntyre I worked closely with a range of major brands in the culture, heritage, charities and leisure sectors to help them transform their business activities through enhanced customer focus. My clients included the British Museum, Barbican, Southbank Centre, British Council, ActionAid, King's College London, Red Letter Days and English Heritage. With a particular interest in market segmentation, I headed the team at Morris Hargreaves McIntyre in the development of innovative segmentation systems that have gone on to deliver powerful impacts for clients. As a member of the Senior Management Team at Morris Hargreaves McIntyre I had lead responsibility for the company’s business development strategy and team. Show less

Senior research role at New Media Partners, an innovation consultancy working with content-based companies to increase profitability and enhance return on investment through the application of digital technologies. Win new client contracts and manage a team of researchers to carry out market assessments, competitor reviews and consumer testing, for clients including Scottish Enterprise, Northwest Vision, Arts Council England, NESTA, Scotland IS, Animex and The Digital City.

Client-facing role managing multiple research projects from inception to delivery. Gained applied experience in the full range of quantitative and qualitative research methodologies, including large-scale quantitative surveys, focus group moderation, online research, depth interviews, observation studies, mystery visits and desk research.

Devise, implement and evaluate marketing initiatives for major London visitor attraction. Managed a roster of suppliers of marketing services, including market research, media buyers, print distributors, brand and new media agencies.