Sam provides expert support on market research projects at IE.

She has over 25 years' experience working in various insight and research roles where she's gained valuable expertise in building strong and actionable consumer, customer, category and market understanding.

Sam’s enthusiasm for research and insight comes from a desire to deliver simple actionable solutions that are aligned to organisational performance. She's experienced in a wealth of methodologies and brings strong analytical and interpretation skills to the table. Sam is a Certified Practitioner of Neuro-Linguistic Programming (NLP) which means that she has additional skills and techniques that help her to understand subconscious behaviours and how people communicate. Sam is also a Member of the Market Research Society (MMRS).