Rachel McCourty

Experience

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  Vision Twentyone

  Sept 2007 - Sept 2010

  Research and Consultation Executive

  Designed and delivered qualitative, quantitative and mixed-method social research and consultation projects, typically for local government and NHS clients. Specialised in research with ‘hard to reach’ groups; for example, people with learning difficulties, immigrants and the Gypsy and traveller communities.

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  The Yes Campaign

  Jan 2008 - Jan 2008

  Stakeholder Engagement Manager (Secondment)

  Designed and implemented strategy to engage key stakeholder groups in The Yes Campaign, working to win a 'yes' vote in the Greater Manchester Transport Innovation Fund Referendum. Secured support of group leads and serviced their communications needs, for example by producing materials to be cascaded to members. Responded to public enquiries and represented the campaign to external organisations. Assisted with the formation of an activist network for ‘get out the vote’ stage of the campaign. Show less

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  Havas People

  Sept 2010 - May 2016

  Provided insight to underpin recruitment campaigns and help develop compelling talent brands. SAMPLE PROJECTS:- Global employer brand development research- Message development research- Values development research- Creative and proposition testing- Perceptions research- Semiotic category analysis. CLIENTS: Nestlé Nespresso, Farfetch, Benefit Cosmetics, HM Prison ServiceHIGHLIGHTS: - Insights informed a campaign for HM Prison Service that won 'Work of the Year' at the Recruitment Advertising Awards 2016.- Helped convene and spoke at a seminar on 'Attracting and Retaining Women' (see video below). Show less Specialised in market research for the Higher Education sector. Co-developed two major syndicated studies:(i) The Tracker, a mixed-method study providing universities with a rolling picture of current and emerging issues in the undergraduate market. Over 40 universities have subscribed since the Tracker launched in 2011.(ii) Open Day research, which gathered in-depth qualitative insight into students’ and parents' mindsets before, during and after university Open Days using methods including video diaries and observation. Eight universities subscribed to this study.Also managed bespoke projects for various HE clients e.g. online qual testing of a university's planned ad campaign and mystery shopping of a university's enquiry handling process. Show less

  • Insight Manager & Brand Strategist

    Apr 2012 - May 2016

  • Senior Research Executive

    Sept 2010 - Apr 2012
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  Crowd DNA

  May 2016 - Jul 2017

  Senior Consultant (Insight & Innovation)

  Qualitative research specialist at Crowd DNA, an award-winning cultural insights and innovation business working across 45+ markets.SAMPLE PROJECTS:- Comms and proposition development- Concept testing- Audience understanding- Thought leadershipCLIENTS: The BBC, Channel 4, Spotify, EEHIGHLIGHT: I led a multi-market study to inform a major thought leadership piece for Spotify called ‘The Power Of Audio'. The research included WhatsApp diaries and filmed ethnographies across four markets, plus expert interviews with audio experts from neuroscientists to podcasters. Findings were editorialised on a dedicated microsite. Show less

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  NSPCC

  Jul 2017 - now

  The NSPCC has set out a vision for the future where everyone plays their part to prevent child abuse and neglect. I lead our flagship Movement for Change programme, which is at the heart of delivering this ambition. Over the coming years, we want to inspire a million people in communities and organisations across the UK to take actions that help keep children safe. So far, I’ve led on the development of our Listen up, Speak up campaign, which aims to give everyone knowledge to help keep children safe. Over 55,000 people have signed up so far, and we have ambitious plans for the next stages.TO LEARN MORE: https://www.nspcc.org.uk/support-us/listen-up-speak-up/We’re currently scoping a parallel product aimed at workplaces. Show less Led the NSPCC's Research & Consumer Insight team. Responsible for research and analysis to inform our communications, innovation and NPD, services marketing, and fundraising strategy and marketing.SAMPLE PROJECTS:- MRS award-winning mixed-method research to understand how we could stretch our brand to work harder for fundraising;- Foundational insight behind our behaviour change campaign, Look Say Sing Play;- Concept testing behind the launch of our flagship day, Childhood Day. Show less

  • Associate Head - Mobilisation

    Jun 2022 - now

  • Insight Manager

    Jul 2017 - Jun 2022