With nearly 20 years in qualitative research and strategy under her belt, her voyage has taken her via the London School of Economics, Head of Insight at an NPD agency, and Group Research Director at a Global Qualitative agency.

Amanda firmly believes that powerful insights are the key to thinking more creatively in business and making better business decisions. This view has informed her creative approach to finding insights. She has filmed people cleaning their neighbours' toilet in pursuit of the ultimate germ-busting cleaning tool; generated new editorial content by taking newspaper journalists and their readers on a camping weekend in Scarborough; found new behaviour change messages by drag racing with teenage drug takers and ex-addicts; and played dodge ball with families across Britain to devise a strategy to help change their attitudes to healthy eating. She even danced with Bruce Forsyth, all in the name of better insight.

But it is her ability to turn insight into clear business strategy that really defines her work. She has provided the strategic insight that has helped launch new brand and editorial direction for The BBC, The Times, The Sunday Times, and The Sun; new games for EA; new products for Britvic, United Biscuits and British Bakeries; and new social marketing campaign propositions for Department of Health's Change4Life and Know Your Limits campaign, and the Home Office's FRANK campaign.

She has work published by The Journal of Social Psychology, The Department of Health, The Youth Citizenship Commission, and the AQR. She also bakes a mean Yorkshire pudding.

Before co-founding Hope + Anchor in 2012, Darren spent 15 years at a number of Qualitative agencies, ranging from youth hothouses to strategic brand specialists, and his research career has taken him all over the world.

Over the years, his nosiness, sense of adventure, and passion for understanding people from all walks of life has led him to an array of encounters around the world; from watching breakfast TV with families in Streatham, to lunching with music moguls in the Hollywood Hills. He once even infiltrated a hen party in Beijing (all in the name of research). Through these encounters, and many, many others, he knows that with empathy, genuine interest, and by asking the right questions, he can reveal rich and fascinating answers.

Darren's real skill is turning these answers into strategic solutions for his clients’ business challenges. And his client list and client retention record is testament to his strategic abilities. Clients who Darren started working with 10 years ago are still working with him today, and he has built strong and long-standing relationships with some of the most exciting and innovative companies around including Brown Forman, eBay, ITV and the Virgin Group.

As well as being expert in creating meaningful conversations with consumers, Darren is equally versed in working directly with those at the helm of organisations: He is frequently asked to facilitate sessions with CEO’s and other senior personnel; utilising creative approaches to help brand owners make better business decisions.

Fuelled by her passion for understanding people, Mary is also studying an MSc in psychotherapy.

Her study offers a powerful guiding force for all things research related. She showcases her training by employing empathetic active listening and advanced moderation techniques to better understand people's attitudes, behaviours, and emotional drivers.

Mary's skill set, combined with a genuine, down to earth style, encourages the people she meets from all backgrounds to open up and share their lives with her in an rich and candid way.

Kat misspent her youth hanging out in viewing facilities, making mood boards and discussing the fundamentals of research. She proudly claims that whilst other kids were copying Spice Girl routines, she was hosting her first groups (although admittedly, the participants, products and clients were all imaginary).

This keen interest in research continued throughout her life, prompting her to study a psychology degree, before reaching her dream of becoming a researcher.

In her role as Associate Director, Kat’s well versed on a full spectrum of categories, from advanced woundcare products to gay dating apps, and for a variety of clients including HMRC, Freeview, Kallo and Age UK.

In her spare time, Kat is mostly found at AQR board meetings, or serving cocktails in care homes – believing the elderly have the best chat.

Sarah has 14 years' administrative and operational experience in a broad range of industries including the BBC, MTV, and various magazine publishing companies, in both the UK and Australia. Prior to the birth of her second child she was the Operations Director for a leading design agency.

Drawing on her vast wealth of experience and knowledge, Sarah manages Hope + Anchor's operations, keeping the team in check, and in doing so, ensuring the smooth running of all aspects of administration.