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Mar 06 2017

Kayleigh Tipling

RESEARCH EXECUTIVE

Kayleigh came to Taylor McKenzie in February 2016 after spending 3 months feeding her soul in Vietnam, where she volunteered as an art therapist working with kids at a children’s hospital.

In her spare time, Kayleigh can be found attending gigs and making edible creations for her cake company, which she set up after graduating in 2011 with an honours degree in Fashion and Business.

Written by Joseph Greenwood

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Mar 06 2017

Joe Greenwood

PROJECT MANAGER

Joe joined the TMcK team in June 2016 on a part time ‘interning’ basis while completing his MSc in Marketing at the University of Strathclyde. As of September 2016 Joe started working full time for TMcK and now heads up the companies Usability & UX offering as well as working across Qualitative and Quantitative full service research projects…

Written by Joseph Greenwood

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Mar 06 2017

Dennis Taylor

TECHNICAL DIRECTOR

Although officially semi-retired Dennis is in the office pretty much on a full time basis. Completing numerous general and technical tasks essential to the running of the studio and the business as a whole.

When not at TMcK Dennis enjoys the occasional beer, eating out and spending time with his family.

Written by Joseph Greenwood

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Mar 06 2017

Peter Hollier

ASSOCIATE DIRECTOR

Peter  joined Taylor McKenzie in September 2014. Previously he worked on the Glasgow Commonwealth Games and is a graduate of Glasgow Caledonian University, where he studied Sport and Active Lifestyle Promotion.

He supports the consumer fieldwork division of the business. His key skills are project and event management.

In his spare time Peter plays rugby.

Written by Joseph Greenwood

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Mar 06 2017

Clare Glen

HEAD OF QUALITATIVE RESEARCH

Clare joined TMcK in January 2016  after working for Global Marketing Consultancy Added Value in London and Sydney.  Before that she studied at Edinburgh University and gained a PhD in Consumer Psychology. Clare now works part-time at TMcK and heads up the Qualitative Insight offer. In her spare time Clare is a mum of 3 which keeps her very busy but she also enjoys a bit of furniture restoration and the odd glass of wine!

Written by Joseph Greenwood

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

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Copyright © 2022 Taylor McKenzie Research & Marketing Limited

SMWS

The Challenge:

The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.

What We Did:

Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.

The Result:

This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.