Alex recently re-joined Northstar in 2015. His journey to become a researcher wasn’t exactly direct -initially working as a Designer Engineer to develop a fuel-efficient vehicle built entirely from carbon fibre and then moving on to work as a freelance Graphic Designer for BBC Worldwide. In 2010, he began his career as a researcher and over the last six years, much of his work has focused on working with brands to not only fine tune their products, but to also better position them within a global market. This has led him to work with a variety of clients across a variety of categories including automotive, entertainment, technology and FMCG. Outside of his client work, his time is spent developing innovative qualitative methodologies as well as looking for new ways to better socialise final insights.