About us > Syren Associates
We have a strong network of Associates who we draw on to put together dedicated teams to bring you the very best experience on each and every project. We work with a wide range of collaborators, and below are just a few examples of our network. Check back soon for new partners...
Charlotte Haynes
Charlotte has over 12 years of experience, gained in a range of top research agencies & consultancies, and most recently worked as EU Brand Development Manager at Kimberly Clark.
She has particular experience in bringing together multi-disciplinary insight techniques with strategic thinking and creativity.
Working together at Syren, Charlotte has already talked to whiskey consumers in the Czech Republic, explored the UK and Japanese make up consumer and run creative workshops on breakfast cereal.
"They say men think in terms of things and women in terms of the relationship between things... and in more cases than not this general stereotype often plays out in research. So what's great about research with women is that we can quickly get to the heart of issues, especially the consumer and brand relationship, and in our expert analysis understand how to optimally grow our clients brand and business. But our respect for gender differences in consumer research means good technique allow us to adapt and mobilise all consumers as great insight co-partners"
Mercedes Fábrega
Mercedes is a Spanish national and experienced qualitative researcher with over twelve years experience moderating both in English and Spanish. She previously worked at Added Value and t-mobile and has particular expertise in pan European, US and Lat Am projects.
She is fascinated by what motivates people to do things - whether they are customers, consumers, employees or friends. Understanding how someone ticks can unlock huge changes in behaviour. Working together, we have explored consumer behaviour on categories as diverse as shoes, female sexual dysfunction, fostering, organic milk and breast cancer.
"What I enjoy the most about doing research with women is when I feel I have created an environment in which there is no more 'respondent' and 'moderator' but just women chatting openly and honestly about issues that are relevant for them".
Ute Rademacher
Ute is a German national who acquired her expertise at leading global agencies, and was until recently Qualitative Research Director at Ipsos in Germany. She has conducted research on topics ranging from automobiles to zinc supplements, with projects that have taken her to the United Kingdom, France, Italy, Spain, Belgium, Sweden, Denmark, USA, Mexico, South Africa, Ghana and Kenya.
She also worked in Cape Town for some years. Ute and Emma have worked together on pan European projects in the pharmaceutical category (Boehringer Ingelheim, Lilly, Fresenius), alcohol (Russian Standard, William Grant & Sons) and internet (eBay).
"My study "Bag Stories" confirmed that the mega trend of feminisation is not only about women. It is about broader feminine qualities or skills: being open, communicative, emotional, social or collaborative. You can read more Here"
Working with Syren was a delight, they spent a lot of time getting to the heart of our issues and needs, and as a result they put together a workshop that was not only excellent in terms of content but was delivered with just the right tone and pace. I found the day stimulating, fun and extremely useful
Senior Director, Millward Brown