User + Customer Research
Good strategy is only as strong as the insights underneath it. I bring structured, experienced research and insight capability to digital and strategy projects, which helps organisations understand their users, customers and stakeholders before making decisions that matter.
With 16+ years across digital, marketing and creative industries, I've led and delivered research engagements that have informed major digital projects, platform strategies and organisational decisions for some of Australia's most complex and recognisable organisations.
I work at the intersection of research and strategy, which means the insights I gather don't just sit in a report. They're synthesised, interpreted and translated into clear recommendations that actually inform what happens next.
My research experience spans user interviews, customer research, stakeholder engagement, market and competitor analysis, and internal workflow and operating model reviews. Taking place across both agency and corporate contexts.
I've delivered research and insight work for organisations across government, financial services, education, legal, retail and construction. That experience means I know how to design and run research that works inside real organisations taking into account real constraints, competing stakeholders and tight timeframes.
I'm also experienced in taking research outputs and turning them into clear, usable strategy, so the work doesn't stop at the insight.
What you'll walk away with: Clear, grounded insight that takes the guesswork out of your next decision. Whether that's a research report that informs your strategy, a set of recommendations your team can act on, or a deeper understanding of the people you're building for.
Turning real human insight into clear strategic direction.
She has a knack for cutting through the "white noise" and getting to the heart of what actually matters
— Senior Content Writer + Strategist 
User + customer research projects typically cover:
Customer and user interviews to inform digital projects and strategy
Stakeholder interviews for strategic, organisational or transformation work
Market and competitor analysis
Audience definition and segmentation
Content, brand and UX audits of existing websites and marketing materials
Internal workflow, operating model and process audits and reviews
Insight synthesis and strategic recommendations
User + customer research
project engagements
Research Sprints
Typically run as 1-2 week intensive, with a focussed team and clear outcomes.
A fast, focused research engagement designed to answer a specific question or validate a direction quickly. Useful at the start of a project when you need real insight before making strategic decisions.
Short Term Projects
Typically run over 4-6 weeks, based on a clear brief and defined scope.
A defined research scope with a clear output, whether that's a research report, an insights summary, a set of strategic recommendations, or an audit of an existing platform or asset.
Part-Time Retainer
Typically runs ongoing but ad-hoc, based on a monthly agreed number of hours.
For ongoing research and insight needs. Useful for organisations running multiple projects or initiatives simultaneously who need consistent, experienced research support without a full-time hire.
Who I work with:
This work is typically for:
Digital agencies needing research capability on client projects
Corporates and large organisations running digital transformation or platform projects
Organisations that need user or customer validation before committing to a strategic direction
Teams that need external stakeholder management or research support on complex projects
Businesses that want to understand their audience before building a strategy around them
Leaders who need independent research and insight to inform key decisions
Sam is warm and sharp at the same time, a pretty rare combination.
She has a knack for asking the questions you didn’t know you needed to be asked.
— Chief Financial officer 
Engage with me
Every research engagement starts with understanding what you need to know and why it matters for the decisions ahead.
Some clients come with a clear research brief or simply a series of hypotheses. Others know they need insight but aren't sure yet what questions to ask. Both are a great place to start.
From there, we shape a research approach that fits the project, the timeframe and the outcome you're working toward. My focus is always on insight that is rigorous, practical and genuinely useful, not just interesting.
Let’s chat
Need experienced research support on a project, platform or strategic decision?
Get in touch to chat about how I can help.