Charlotte Beckett
Available

Charlotte Beckett

Behavioural Insight & Strategy DirectorLondon, United Kingdom
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Charlotte Beckett
Available

Charlotte Beckett

Behavioural Insight & Strategy DirectorLondon, United Kingdom
About me
Research, Insight and Strategy Director with a MSc in Consumer Psychology, who understands what makes people tick & turns behavioural theory into practical results.
Projects
  • Brand strategy projects
    Brand strategy projectsI've worked on brand and brand experience projects for charity, public sector and NGO clients. This has included: research, insight and strategy development, including understanding audiences, market positioning, development of mission, vision, values; creative development (developing brand architecture, overseeing creative teams, and co-creating brand guidelines) and activation strategies (across platform). Clients have included: Institute of Work (merging 2 charities into 1 new one), Theatr
Work history
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    Behavioural Research, Insight and Strategy DirectorVarious
    London, United KingdomFreelance
    I specialise in behavioural research, insight and strategy, running projects from design to implementation and evaluation. I work across sectors, including not for profit, government, FMCG, financial services, tech and healthcare. My work has included brand strategy, brand and customer experience, insight and trends, creative strategy and innovation. Whatever the sector, whatever the project, there’s one thing in common: people are at the heart. Start with the why if you want to get to the do. Recent projects include: Havas Lynx - positioning strategy and activation for a Rare Diseases healthcare specialist Saentys - designing and running brand/customer experience research for a global property developer, including designing a driver model and running implicit association testing to understand and segment audiences through what “home” means to them Department of Change - designing the customer experience and running an innovation sprint for a global water treatment company (particularly focusing on the UK, France, Italy and the US), including trends research, research into the impact of COVID-19 on consumer behaviour and the workplace; journey experience design; virtual ideation sprints; consumer concept testing Hugo & Cat - designing the customer experience for ViiV Healthcare’s portfolio of HIV therapies, including research analysis, audience segmentation (HCPs and people living with HIV), persona development and journey mapping; designing/running remote co-creation and research sprints The BIO Agency - designing and running brand/customer experience research, developing a revised experience strategy - from research and insight to creative oversight, journey and transformation mapping to business casing - for Vodafone New Zealand (including time in-country) Pomegranate – driver model development to quantify the role of emotions and beneficial brand relationships; working on the proposition for the agency’s research labI specialise in behavioural research, insight and strategy, running projects from design to implementation and evaluation. I work across sectors, including not for profit, government, FMCG, financial services, tech and healthcare. My work has included brand strategy, brand and customer experience, insight and trends, creative strategy and innovation. Whatever the sector, whatever the project, there’s one thing in common: people are at the heart. Start with the why if you want to get to the do. Recent projects include: Havas Lynx - positioning strategy and activation for a Rare Diseases healthcare specialist Saentys - designing and running brand/customer experience research for a global property developer, including designing a driver model and running implicit association testing to understand and segment audiences through what “home” means to them Department of Change - designing the customer experience and running an innovation sprint for a global water treatment company (particularly focusing on the UK, France, Italy and the US), including trends research, research into the impact of COVID-19 on consumer behaviour and the workplace; journey experience design; virtual ideation sprints; consumer concept testing Hugo & Cat - designing the customer experience for ViiV Healthcare’s portfolio of HIV therapies, including research analysis, audience segmentation (HCPs and people living with HIV), persona development and journey mapping; designing/running remote co-creation and research sprints The BIO Agency - designing and running brand/customer experience research, developing a revised experience strategy - from research and insight to creative oversight, journey and transformation mapping to business casing - for Vodafone New Zealand (including time in-country) Pomegranate – driver model development to quantify the role of emotions and beneficial brand relationships; working on the proposition for the agency’s research lab Skills: Consumer Behavior · Strategic Planning · Research · Customer Experience · Brand Strategy
    Zinc Network logo
    Zinc Network logo
    Insight & Strategy DirectorZinc Network
     - London, United KingdomFreelance
    Zinc Network is a social change agency that builds resilience to some of the world’s most complex issues by bringing together the networks of people, technologies and ideas that will make change happen, for good. Clients include governments, civil society groups, NGOs and brands in Europe, Middle East, Africa, the US and Australia. Hired, on a fixed term contract, to set up and run the research and strategy team, including designing processes, forging partnerships, supporting business development, and being part of the Senior Management Team. Behavioural research and strategic lead on social change projects, with a particular focus on tackling the rise of disinformation Designing and running both qualitative and quantitative research, and monitoring and evaluation frameworks, in the UK and internationally. Developing creative and communications strategy. Designing and implementing monitoring and evaluation frameworks. Developed and piloted a behaviour-change model, based on academic research, to understand audiences by attitude and level of resilience. This is used to inform audience insights, intervention design and impact reporting around disinformation.
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Skills
  • Behavioural Insight
  • Behaviour Change
  • Consumer Behaviour
  • Psychology
  • Brand Psychology
  • Strategy
  • Brand Strategy
  • Research Insight
  • Research Design
  • Creative Strategy
Education
    London Metropolitan University logo
    London Metropolitan University logo
    MScLondon Metropolitan University
     - London, United Kingdom
    MSc in Consumer Psychology (part time whilst working)