I am an insight, strategy and behaviour change consultant with 11 years' experience helping organisations make sense of complex human behaviour and turn it into clear strategic direction. Grounded in applied behavioural science, my work focuses on driving positive social impact across health, education, sustainability and sport.
Sport is both a professional and personal passion area. It has become an increasing focus of my work, with experience developing programmes, environments and communications that support participation and engagement. Outside of work, I'm a former professional athlete, keen runner and Level 1 netball coach, and I'm passionate about helping people, especially women and girls, find their place in sport and build a positive relationship with physical activity from a young age.
---
I draw on a range of approaches to generate impactful insight, including expert and stakeholder interviews, literature and cultural reviews, and qualitative and mixed-method primary research. I bring strong qualitative expertise spanning methodologies, including depth interviews, focus groups, online communities, behavioural journey mapping, co-creation and intercepts, with a particular passion for ethnography (in-home and digital), driven by a belief that context is key to truly understanding behaviour. I also provide behavioural science consultancy, applying frameworks (COM-B, B=MAP, Context Model, Habit Loop) and principles to translate insight into action.
I've partnered with clients across public and private sectors to address a range of strategic challenges, including behaviour change, brand strategy and communications development, audience understanding and segmentation, customer experience, programme evaluation and optimisation, and user-centred design. I work collaboratively as a strategic partner to deliver reports, facilitate workshops and co-create strategic direction.
My work spans UK and international research, engaging audiences from different backgrounds and life stages, and often navigating complex and sensitive topics. The variety is what keeps it interesting, with no two days quite the same.
I offer end to end project delivery, as well as freelance support on specific elements of a project on behalf of agencies or end clients. I am known to seamlessly slot into teams with a collaborative, calm and organised approach.
---
"Working with Freya was a seamless partnership. Freya designed a bespoke research strategy that got straight to the heart of our objectives, delivering high-calibre insights that have fundamentally shaped our product roadmap. Freya's ability to craft a compelling narrative meant that stakeholder buy-in was immediate - a testament to the quality of her work."
Pru Shelton, Head of Research & Insight, Chartered Management Institute
To support students across the transition from education to the workplace.
Of a school's language immersion programme, working closely with pupils, teachers and senior leadership to shape strategic next steps.
Working with a leading market research agency to support the creation of positive daily vitamin habits.
To identify behavioural thought starters to shape environments that support belonging for girls in grassroots sport.
To encourage more positive patient-pharmacist interactions.
To drive continued growth for a start-up product designed to support carers of loved ones with dementia.
To support underrepresented groups to get involved in grassroots coaching.
Deep-diving into groups of sports coaches to drive greater engagement with Children’s Rights in their practice.
Exploring the evolving landscape of ‘search’, how a range of audiences are using search across multiple platforms and the influence of AI.
To brainstorm short and long term strategies to increase use of reusable coffee cups across the coffee industry.
