Hi, I’m Abi

Connect with me on LinkedIn

I’m an award-wining market researcher, avid data explorer, strategist and trusted advisor to founders, C-suite executives and innovators. I transform data chaos into strategic clarity for visionary leaders and innovative businesses.

With over 20 years of experience in analytics and insights, I've:

  • Led projects for Fortune 100 tech companies and multi-billion dollar consumer brands

  • Mentored and advised 200+ startups and small businesses globally through esteemed VC funds and accelerators like Google for Startups and Techstars

  • Won awards for pioneering agile market research methodologies

In 2023, I founded Data, Art & Soul to provide small businesses and lean teams with bold visions the same level of access to breakthrough customer insights as the corporate giants with deeper pockets. 

Why I Do This

I love a good David and Goliath story. My passion is levelling the playing field, giving innovative startups and small businesses the tools to compete with - and often outmanoeuvre - the giants in their industry.

My Unique Approach

To level the playing field my unique approach blends cutting-edge AI, data exploration, strategic analysis, digital ethnography, and cultural intelligence to uncover hidden trends, customer needs, and untapped market opportunities. This holistic method delivers:

  • No more data confusion

  • No more insight blind spots

  • No more guesswork or assumptions

  • Pure, strategic clarity

Who I Work With

  • Startups disrupting their industries

  • Established brands seeking reinvention

  • Innovators and purpose-driven businesses with world-changing ideas

  • Ambitious scale-ups and companies serious about growth but lacking full internal data/research capabilities

Before doing this for people like you and me, I was doing this for people like this:

  • More data doesn't always equal better insights. We believe in the power of 'small data' and deep insights, focusing on quality over quantity. We carefully select the most relevant data sources, including untapped dark data like internal communications and customer feedback, and apply a meticulous, handcrafted approach to analysis, ensuring that every insight is meaningful and actionable.

  • Data is more than just numbers – it's a story waiting to be told. We combine the rigor of data science with the power of storytelling, using compelling visuals and narratives to bring your insights to life.

  • We don't just follow the crowd. I question conventional wisdom and explore new perspectives, using AI in unexpected ways as a collaborator to uncover hidden opportunities in your data and drive breakthrough thinking.

  • Insights should inspire action. We transform data into immersive and interactive experiences that resonate with your audience and drive meaningful change.

  • Your intuition and expertise are invaluable assets. I work with you to integrate your unique perspective with AI-powered insights, creating a holistic understanding of your customers and markets.

  • I view AI as a powerful ally, not a replacement. I leverage its capabilities in innovative and unexpected ways to uncover hidden opportunities within your dark data.

My Promise: An ‘Artful’ Approach to Data

I’m not here to add to your data pile; I’m here to help you uncover the priceless but profitable insights hidden within it. I’ll help you navigate the complexities of the digital age, uncover hidden opportunities, and achieve transformational growth. With Data, Art & Soul, you'll gain the strategic clarity, confidence, and deep insights you need to make bold decisions and lead your business into the future.

How I and My Clients Collaborate:

TESTIMONIALS

What People Say After Working With Me

  • Abi is incredibly sharp. Right off the bat, she got a handle on what we were up against and laid out some really practical steps that just clicked for us. It's not every day you meet someone who can take a tangle of complex data and lay it out so it actually makes sense – and that’s exactly what she did. Abi turned what seemed like overwhelming information into clear, actionable insights. Above and beyond that, she provided some practical tools to help us follow through on her recommendations. It’s been a huge help, making our decision-making process much more straightforward. If you're in the startup world and need someone to help make sense of the chaos, Abi’s your person.

    Managing Director, B2B SaaS Startup

  • Abi's work has been a real game-changer for our organisation. Her knowledge and experience was evident from the get go as she devised a thorough and in depth research plan to help us address our key market challenges with a very difficult to reach audience. Abi truly felt like an extension of our team making the whole process seamless. What we got throughout and at the end of the process was deep, rich and most importantly actionable insights that will make a tangible difference to our growth. I'm looking forward to working more with her in the future.

    Marketing Director, Wellness Tech Scale-up

  • Abi was a genuine delight to work with. Her significant experience and expertise meant she was able to drive the team to deliver insights which drove our strategy and business impact in both short and long term.

    Director of Growth, Consumer Tech Scale-up

  • Abi's one of the best in her field. From consumer research to analytics，you can trust her depth of knowledge. Most importantly - she's a wonderful and really empathetic leader who places the team above individual.

    Growth Director, B2C Scaleup

  • I wanted to extend my heartfelt thanks for the invaluable advice and insights you provided during our idea validation phase. Your expertise has been a significant factor in refining our concept and strengthening our approach. Your ability to offer clear, actionable guidance has not only helped us validate our idea more effectively but also inspired confidence in our team as we move forward. We are truly grateful for your support and are excited about the positive impact your contributions have made.

    CEO, AI Startup

  • I have had the pleasure of working with Abi for almost a year at Uber. During that time, she consistently demonstrated an exceptional ability to think creatively, solve complex problems, and, most importantly, provide data-driven and actionable insights to the business leaders. Abi's analytical skills and inspiring leadership greatly contributed to the success of several projects we worked on together. Her passion for continuous learning and personal growth is truly inspiring. Moreover, her positive attitude and adaptability to change make her an invaluable asset to any organization and an absolute pleasure to work with. I sincerely hope we have the opportunity to collaborate again in the future. Abi - you rock!

    COO, B2B SaaS

  • I was always incredibly impressed by Abi's work at Uber - She was always determined, resourceful and innovative in her approach to problem solving. She also managed to build a talented team who really respected her expertise and leadership. When we were moving into integrated campaigns for the first time, Abi and her team helped us measure and improve the effectiveness of ATL creative assets quickly and cost effectively. And then, when Uber was looking to understand how to prioritise its growth efforts (especially the UK product roadmap) Abi was able to work with a huge range of stakeholders to deliver the best consumer segmentation I've ever seen

    Head of Markting, Uber

  • Abi is a truly exceptional leader in Research & Analytics. She is not only skilled at leading and conducting complex research but is also very creative, innovative and strategic in her approach to getting answers. Abi will be a true partner to any business leader in helping them get under the hood of their biggest challenges. It’s been my pleasure to work with Abi and I sincerely hope to work with her again in the future!

    Managing Director, Global Creative Agency

  • Abi knows a lot about different businesses, AI, and data. It's really easy to talk to her because she's friendly and explains things in a way that's easy to understand. The advice she gave me during our session was super helpful and I'm sure it's going to make a big difference as I move forward. If you're starting a business, especially one in AI, you should definitely talk to Abi. She's an awesome mentor and I highly recommend her!!

    Founder, AI Startup

  • Abi and her team added a lot of value on every single brief I gave them. She has that relatively rare skill of bringing complex data to life, in human, insightful ways. She always injected her own personality into the findings as well which was refreshing. All working to tight deadlines. The work always influenced our recommendations.

    CEO, Independent Growth Consultancy

  • Abi helped me uncover critical insights about the needs, goals, pains, and preferences of the current and ideal students for my online education business. Abi brings a wealth of expertise and analytical skills at the intersection of data, research, and AI. I am beyond fortunate to have worked closely with Abi on this project and look forward to continuing to apply what I learned for myself and my clients in the future. Thank you, Abi!

    Marketing Consultant & Advisor