Our People

We are a small group of highly experienced shopper research experts and aim to lead the way in shopper insight. Between us we bring years (over 150!) of industry experience, gained both client side and within leading research agencies. We focus only on shopper research and are method neutral, using a bank of tools and techniques to uncover insights that are real and lead to tangible actions.

Iona Carter, Director

Ex Head of Retail and Shopper Research at Research International, Iona brings to the project nearly 30 years of retail and shopper research experience across a wide spectrum of categories, channels and markets. Iona has an amazing eye for detail – a real 360° thinker, and a regular contributor to local and national BBC programmes, she is their ‘friendly voice of reason’.

Fantastic shopper research is all about driving change at retail... there's nothing more satisfying than finding that little shopper insight gem that you can see transforming a category's success when its acted upon in store.

Sharon Hodgson, Director

Sharon’s career started at Ipsos where she was instrumental in establishing the agency’s first Retail division. She led the Retail & Shopper specialism there for 10 years, also heading Ipsos’s Shopper Centre of Excellence for Western Europe. She left her role as Managing Director of Retail & Shopper Research in 2009 to join Shoppercentric. Sharon is an experienced number cruncher with a qual sensitivity and a creative eye – and she loves an audience!

It's such a stimulating time to be doing shopper research - shoppers are walking down the aisles and thinking more than ever before about the choices they make. Our clients need to be more alert than ever before.

Kristen Davis, Director

Kristen is a qualitative researcher in consumer and shopper motivations with over 20 years of experience. In a former life, she was Trends Forecaster for Initiative Media and Qualitative Director for Hall & Partners. Thoughtful, rigorous and insightful, Kristen turns complexity into clear-thinking

Claire Pearson, Director

Claire has almost 15 years’ insight experience gained at Tesco, Cadbury and Sainsbury’s, meaning she has coal-face experience of both supplier and retailer commercial practicalities, including stints on the shop-floor. Claire is passionate about simplifying complex messages, and moving the insight from the ‘so what’ to the ‘now what’.

Penny Ericson, Director

Penny has 25+ years of varied research experience, spanning sports marketing, media, customer satisfaction, retail & shopper. She is Ex senior Director at Ipsos and Acacia Avenue. Thoughtful, intelligent, organised & commercial – Penny makes things happen.

Danielle Pinnington, Founder & Owner

Danielle spent her first 12 years as a researcher specialising in the world of NPD, branding and sales volume estimation. She reached the position of Deputy MD at Research International before joining Incite Marketing Planning as a Board Director. Here her specialisim in shopper began to develop. In 2004 she took the decision to set up Shoppercentric – and is now often asked to give the shopper perspective at conferences, and on radio and TV for the likes of BBC and Sky News.

I have the perfect job. Every day I get to work with an exceptionally talented team, who all share my passion for shopper research. We have some great clients and I can honestly say I'm having the most fun of my career.

Susie Spencer, Director

Ex Head of Research, Marks & Spencer. Prior to that at Millward Brown International specialising in Brand & Comms, Susie brings 10 years of clientside experience, with a clear understanding of how to land insight into businesses. Susie is big picture thinker with a keen focus on commercial reality!

I've always been excited by the dynamism and the immediacy of the shopping environment; and the real time insights you can get from it.

Lisa Hutchinson, Marketing and Operations

Lisa has 16 years’ experience in marketing and administration roles. She is responsible for project managing WindowOn... and promoting our industry presence. She also enjoys organising the feisty team at Shoppercentric!



Laura Adams

A highly experienced qualitative researcher, Laura started her career client-side which provided her with a holistic understanding of the research process, particularly how insight is best implemented to bring about positive change. A specialism in retail research encompassing grocery, clothing, beauty and DIY sectors translates into a confident skill-set for progressing research insight into meaningful retailer recommendations.

Anna Dawson

Anna has worked as a qualitative shopper researcher for 20 years.
She developed specialist knowledge of the food and grocery shopper when leading IGD’s Consumer Unit. Over the last ten years Anna has broadened her research skills and had extensive experience in a wide range of retail activities encompassing grocery, DIY, fashion, beauty, healthcare and telecommunications sectors.
Anna’s research skills remain rooted in the qualitative side and she loves delving into shoppers’ lives to find the real drivers behind individuals’ decisions and how these impact on purchase decisions and store formats.