Rachel Ditchfield, Lead Researcher
Rachel is an MRS member with almost 25 years’ experience within the field of research. Whilst working at Dentsu International, she developed the research proposition, led a diverse team and gained significant experience across a variety of sectors
Rachel enjoys exploring new and emerging methodologies. She uses a range of techniques to design tailored, innovative and actionable research for clients. From understanding audience behaviour and mapping decision journeys to identifying how and when to effectively reach audiences through targeted messaging and media. This is evidenced by Edge Hill’s student personas project, which provided deeper audience understanding and highlighted future strategic marketing priorities.
Rachel’s inquisitive nature and passion mean she is constantly questioning how we do things better. She loves exploring how changes in the market or confidence could affect perception or judgement and identifying market disruptors or behavioral trends.
This approach has led to the creation of several whitepapers, including Living in Lockdown, which followed the hopes, dreams and lives of a group of 16-24 years during the pandemic.