Ali Sims

Ali has worked in the industry for over 25 years, using qualitative and quantitative techniques across multiple audiences and sectors. Highlights from her career include talking to primary and secondary pupils about careers in engineering, conducting focus groups in the States about clothing technologies and visiting the Balearics and Canaries to talk to holiday makers.

Ali can turn her hand to any brief but these days her main interest lies in utilities research where she can be researching environmental issues affecting the sector one day and how companies can better support their most vulnerable audiences the next.  Ali is as comfortable conducting focus groups as she is with a set of data tables and loves nothing more than delivering research that really makes a difference to her clients.

Outside of research, Ali heads up our strategic People Pillar, which covers everything from wellbeing and mental health to company culture.

Outside of work, Ali enjoys spending time with family and friends, walking her Australian labradoodle Monty in the Peak District, swimming (though she's yet to succumb to wild swimming) and going to gigs.