Sian-Myfanwy Kerr

Sian is a qualitative insight and CX strategy specialist with 25+ years’ experience helping organisations turn customer understanding into better products, propositions and experiences. She works across sectors including travel, financial services, FMCG, utilities and B2B, partnering with both global brands and scale-ups.

With a background in behavioural science and psychology, Sian designs and delivers qualitative research that gets beneath what people say to uncover what really drives decisions. She is known for thoughtful research design, engaging moderation and clear, commercially focused reporting that helps teams act with confidence.

Sian brings a pragmatic, hands-on approach, comfortable working from design through to delivery and storytelling and is particularly skilled at bringing clarity to complex or ambiguous challenges.