Martha Knight, an Independent Insight & Research Consultant based in London, England, brings over 20 years of experience in research, insight, and strategy to the table. With a unique blend of hands-on experience in both quantitative and qualitative methods coupled with strategic thinking, Martha is a seasoned professional in the field.
Her expertise lies in market research and UX research, where she excels in translating data into actionable insights. Martha believes that data alone does not equate to insight; it takes a well-thought-out plan to interpret and leverage data effectively. She emphasizes the importance of moving beyond simply understanding ‘What are the numbers?’ to exploring ‘Why?’ (root cause analysis), ‘So what?’ (commercial implications), and ‘What next?’ (persuasive recommendations) for comprehensive insight generation.
Martha is known for her concept of the “four levels of insight” and advocates for a rigorous approach to uncovering answers to these critical questions. She encourages organizations to focus on the people and processes necessary to drive thorough insight generation.
In her roles over the years, Martha has made significant contributions to various organizations. As an Insight Consultant specializing in quantitative and qualitative research, Martha provides valuable insight based on robust analysis. Previously, she served as the Director of Digital Activation at Kokoro Global, overseeing CX and UX research practices.
During her tenure as Head of Digital Strategy & Insight at Virgin Media, Martha led a team responsible for shaping and implementing the company’s multi-million pound Digital Transformation program. She fostered a culture of evidence-driven decision-making, emphasizing customer-centricity and future-facing strategies.
Martha’s career highlights also include roles at Marks and Spencer, where she led insight initiatives for M&S Food and managed a team covering consumer research across multiple sectors. Her experience at John Lewis as a Research Manager in Business Development further enriched her expertise in assessing partnership opportunities and developing customer-centric propositions.
Passionate about customer-centricity and driven by a thirst for knowledge, Martha Knight continues to make a lasting impact in the field of research and strategy, helping organizations navigate the complexities of data and insights to drive meaningful outcomes.