Samantha Jenkins CMRS
Research Director at Directions research & marketing- Claim this Profile
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Bio
Curtis Smith
Sam and the team at Directions built a fantastic qual research plan for us to test new product concepts with consumers. From designing the research approach all the way through to delivering the insight Sam and the team were a dream to work with and were experts at distilling the research into clear feedback for our business. I can’t recommend Sam and the Directions team enough and hope to work with them again in the future!
Alistair Dunn
I had the absolute pleasure of working with Sam and the rest of the Directions team for a piece of Qual research. The brief was by no means simple, but Sam diligently navigated this with ease. They dissected consumer behaviour with great clarity, and the work they produced will prove priceless for us as a brand. I couldn’t recommend Sam enough. If you have unanswered questions about your business Sam is the person to call!
Curtis Smith
Sam and the team at Directions built a fantastic qual research plan for us to test new product concepts with consumers. From designing the research approach all the way through to delivering the insight Sam and the team were a dream to work with and were experts at distilling the research into clear feedback for our business. I can’t recommend Sam and the Directions team enough and hope to work with them again in the future!
Alistair Dunn
I had the absolute pleasure of working with Sam and the rest of the Directions team for a piece of Qual research. The brief was by no means simple, but Sam diligently navigated this with ease. They dissected consumer behaviour with great clarity, and the work they produced will prove priceless for us as a brand. I couldn’t recommend Sam enough. If you have unanswered questions about your business Sam is the person to call!
Curtis Smith
Sam and the team at Directions built a fantastic qual research plan for us to test new product concepts with consumers. From designing the research approach all the way through to delivering the insight Sam and the team were a dream to work with and were experts at distilling the research into clear feedback for our business. I can’t recommend Sam and the Directions team enough and hope to work with them again in the future!
Alistair Dunn
I had the absolute pleasure of working with Sam and the rest of the Directions team for a piece of Qual research. The brief was by no means simple, but Sam diligently navigated this with ease. They dissected consumer behaviour with great clarity, and the work they produced will prove priceless for us as a brand. I couldn’t recommend Sam enough. If you have unanswered questions about your business Sam is the person to call!
Curtis Smith
Sam and the team at Directions built a fantastic qual research plan for us to test new product concepts with consumers. From designing the research approach all the way through to delivering the insight Sam and the team were a dream to work with and were experts at distilling the research into clear feedback for our business. I can’t recommend Sam and the Directions team enough and hope to work with them again in the future!
Alistair Dunn
I had the absolute pleasure of working with Sam and the rest of the Directions team for a piece of Qual research. The brief was by no means simple, but Sam diligently navigated this with ease. They dissected consumer behaviour with great clarity, and the work they produced will prove priceless for us as a brand. I couldn’t recommend Sam enough. If you have unanswered questions about your business Sam is the person to call!
Credentials
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The Fundamentals of Digital Marketing
Google Digital GarageMay, 2020- Oct, 2024 -
Advanced Certificate in Market and Social Research Practice
Market Research Society (MRS)Sep, 2018- Oct, 2024
Experience
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Directions research & marketing
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United Kingdom
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Market Research
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1 - 100 Employee
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Research Director
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Sep 2021 - Present
Ensuring Directions provides genuine quality and innovation in research for clients and that the company is prosperous and functioning effectively. • BUSINESS DEVELOPMENT: Positively contributing to the client and project base for the company in line with agreed revenue targets. Assisting in new/business opportunities.• PROJECT MANAGEMENT: Supporting Directions’ project delivery by a combination of leading own projects and also working with other Directors to ensure spread of best practice within the company and facilitating personal development. • COMPANY & MARKETING STRATEGY: Proactively assisting the company's marketing drive in all areas to ensure future success.• TEAM MANAGEMENT: Exercising a watching brief on the health, happiness and performance of staff. Actively involved in appraisals and mentoring.• CLIENT MANAGEMENT: Fostering successful relationships with Directions’ clients. Show less
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Associate Director
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Oct 2018 - Sep 2021
Managing key clients and ad hoc research projects, specialising in retail, charity and food: - Taking client briefs and interpreting needs to identify business and research challenges, in order to create winning research proposals- Planning and managing individual projects from start to finish to time and budget- Questionnaire design and discussion guide writing- Moderating focus groups, IDIs, intercepts and mobile research- Analysing data to create insightful reports- Managing client relationships- Identifying new methodologies and approaches to deliver depth of insight to clients Show less
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Research Manager
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Mar 2018 - Oct 2018
Responsible for managing and executing qualitative research projects for a broad range of clients. Skilled at determining the best research approach to answer business needs.
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Coty
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Netherlands
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Personal Care Product Manufacturing
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700 & Above Employee
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R&D Insight Manager
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Oct 2016 - Jan 2018
Set research strategy based on business need and managed a large budget to generate insights which have led to new innovation programs and category opportunities. Coached and developed team members, including goal setting and annual appraisals. Led organisational design work such that each individual had a meaningful role, suitable for their level, their ambitions and their passions. Led a large number of research projects from end to end, including gaining a deep understanding of the business challenges, creating briefs, writing questionnaires/discussion guides, analysis of qualitative and quantitative data, and translating insights into compelling stories. Show less
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Procter & Gamble
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United States
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Manufacturing
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700 & Above Employee
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R&D Insight Manager
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Jan 2016 - Oct 2016
Envisioned and led the ‘in house agency’ team to uncover and leverage category insights to build the fine fragrance business across all aspects of the product (fragrance, pack, textures and digital product interactions). Identified and drove process simplification opportunities on the largest research program, both in terms of production of samples for consumer assessment and the testing methodology itself. Delivered the program on average 19 days earlier per test and with less resourcing than previously required. Show less
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Team Leader Fragrance Franchise
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Feb 2013 - Jan 2016
Led both qualitative and quantitative research projects from briefing through to results generation and business impact. Gained widespread experience leveraging good research practices to moderate 1-1s and focus group discussions. Delivered a best in class ad hoc research program, whilst managing tight budgets and no miss deadlines.Project management and issue resolution on a diverse brand portfolio, balancing multiple projects and stakeholders. This included responsibility for the largest male launch in the company history, Boss The Scent, generating $120MM NOS in its first year in marketBuilt and sustained collaborative relationships with key stakeholders, both internally and also with external fragrance house and fashion house partners in order to embed consumer understanding as a critical factor in product design. Show less
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Project Manager Fine Fragrance Franchise
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Nov 2005 - Feb 2013
Collaborated with a core multifunctional team, including Marketing, R&D, Supply Chain and Manufacturing, to lead qualitative and quantitative consumer research programs for Lacoste, Escada, James Bond and Rochas. Managed the global upstream quantitative fragrance consumer testing program, juggling multiple projects at the same time. Partnered with safety and regulatory teams to ensure developmental products met all requirements. Managed agency interactions and sample manufacturing processes. Managed a new hire researcher, including full training/onboarding. Trained as a fine fragrance evaluator in order to be able to link the consumer articulated need to the technical product design. Collaborated with internal and external fragrance house suppliers to deliver best in class fragrances for launch. Show less
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Education
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2002 - 2005
University of Reading
Doctor of Philosophy (PhD), Analytical Chemistry -
1998 - 2002
University of Reading
MChem, Chemistry -
The Market Research Society
Certified Member, Market Research
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