Carol McNaughton Nicholls
Managing Partner, Thinks Insight & Strategy
United Kingdom
Carol specialises in research on highly sensitive topics, inclusive design, campaign development, product development, engagement and behaviour change. With a background as a sociologist and over 25 years of experience leading insight and strategy across sectors, she is passionate about the power of qualitative research to inspire, inform and drive change for her clients, and for society.
AQR Membership
Carol has been a Member of the AQR since August 2025
Notable achievements and contributions
- 2002 Graduated MSc (Distinction) Social Research Glasgow University
- 2008 Graduated PhD Sociology, University of Glasgow
- 2008 Joined National Centre for Social Research
- 2008 Transitions through homelessness (Palgrave Macmillan) published
- 2012 Qualitative Research Practice (with Ritchie, Lewis and Ormston) published
- 2025 Joined Truth Consulting as a Director
- 2020 Joined Thinks Insight & Strategy as Partner
- 2024 Board member Campaign for Social Science Acad. of Social Science
- 2025 Shortlisted for AQR Qualitative Excellence Award