About JWB Research.

JWB Research is led by Joanna Wilson Brown, a senior market research and customer insight consultant with 30 years’ experience helping brands, agencies and organisations understand their audiences and make better decisions.

I set up JWB Research to offer clients something clear and commercially useful: senior-led research without unnecessary layers or jargon. You work directly with the person designing the research, interpreting the findings and shaping the recommendations.

My work sits at the point where audience understanding meets business decision-making. I help clients understand what people think, feel, notice, ignore, need and do, and, importantly, what that means for strategy, communications, customer experience, product development, service design and growth.

What I do

I design and deliver research that helps organisations answer important questions, such as:

• Who are we really trying to influence?

• What matters most to them?

• What is getting in the way?

• Is our brand, message or proposition landing clearly?

• What would make people more likely to engage, visit, buy, switch, return or recommend?

• Where should we focus our time, money and effort next?

My work includes qualitative and quantitative research, customer closeness, brand research, advertising and creative testing, co-creation workshops, behaviour change, customer experience research and events and sponsorship evaluation.

How I work

My approach is strategic, practical and grounded in real audience behaviour.

I do not believe research should sit in a report and gather dust. It should help clients make decisions with more confidence. That means clear thinking upfront, carefully designed research, thoughtful analysis and recommendations that are specific enough to act on.

Depending on the project, I use methods such as depth interviews, focus groups, online communities, video diaries, customer immersions, accompanied journeys, co-creation workshops, customer closeness, surveys, stakeholder workshops and facilitated debriefs.

The method matters, but the real value comes from knowing what to ask, how to listen, what to challenge and how to turn what people say into useful direction.

Experience

Over my career, I have worked across a wide range of sectors including retail, grocery, fashion, beauty, travel and leisure, transport, healthcare, public health, utilities, children and families, financial services, events, sponsorship and the public sector.

That breadth is useful. It means I can bring fresh thinking from one sector into another, while still getting under the skin of each client’s specific audience, market and challenge.

I have worked with brands, agencies, public-sector organisations and commercial teams who need research to support decisions around brand strategy, marketing, communications, service improvement, behaviour change, audience engagement and customer experience.

Why clients work with me

Clients tend to come to me when they need more than a set of findings.

They need someone who can think with them, challenge assumptions, make sense of messy audience responses and translate research into clear implications for what to do next.

JWB Research is deliberately senior-led. I stay close to the work from start to finish, so the thinking is joined up, from the brief, through the fieldwork, into the analysis, and finally into the recommendations.

The aim is always the same: to give clients a sharper understanding of their audience and a clearer view of the decisions they need to make.