About Us

About Us

We bring the wonder of humans inside businesses and brands.

We are classically-trained and have learnt from or worked with some of the founding figures of qualitative research, from Wendy Gordon, Roddie Glenn to Dr Alan Branthwaite.

Alongside this, our careers have allowed us the privilege to partner with, be inspired by, and occasionally spar with, some of the best minds in the advertising, design and creative agency world.

At Selvedge we partner with leading qualitative thinkers across the globe to deliver in-market culturally-nuanced research studies. We also extend the team to include technical expertise across behavioural science, quantitative methods and statistics.

When the call comes, we mobilise world class teams to solve complex, research and strategic briefs. 

Anna

I’ve been a market research specialist for 19 years, applying advanced qualitative techniques across a wide range of industries—work that remains fascinating, illuminating, and occasionally brow-furrowing.

After starting out in Qual in the UK, I spent a decade at a boutique research and strategy house in Sydney, where I developed a lasting passion for Healthcare and Pharma.

I later co-founded Selvedge, applying my behavioural insight specialism to international projects across Europe, APAC, the Middle East, and the Americas.

Outside work, you’ll find me mapping out the dream equestrian property—remote, but within reach of an airport for the next business trip.

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Cameron

I’ve been a qualitative practitioner and business leader for over 25 years. I consider it a privilege to discuss, debate, and laugh with participants on topics from cars to coffee, whisky to wine, and investments to (hearing) implants.

I founded Selvedge as an antidote to traditional agency structures. The name draws on ‘selvedge denim’ (hand-finished), reflecting our commitment to craft and attention to detail.

I specialise in automotive research, from SUVs to supercars, across design, comms, and portfolio strategy.

You will, perhaps predictably, often find me revising my perfect ‘3 car-garage’. It is a life’s work. 

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Our market research services

Brand Meaning &
Positioning

Deep understanding of what your brand symbolises today, and how it could evolve for growth.

Journey &
Loyalty Mapping

Reveal the moments in customer and patient journeys that build brand love, and friction to resolve.

Audience Intelligence & Segmentation

Decode target segments’ identities, motivations and tensions to build behavioural change strategies.

Product Clinics & NPD evaluation

Gain insights that enable you to ground product and service development and innovation in real customer behaviours and needs.

Organisation & Service optimisation

Evaluate clinic, provider and dealership workflows and services, for growth and efficiency opportunity.

Comms, Creative & Packaging Evaluation

Explore and optimise messaging concepts and visual identity assets to drive maximum emotional resonance.

Our Partners

Across our careers, we’ve been able to develop a pool of brilliant senior partners who we draw upon when cultural, category or methodological expertise, is paramount.  For every project, the team is hand-picked, with Anna and/or Cam at the helm. We have forged strong relationships with our qualitative partners across Europe, APAC, GCC and the Americas.

Michael

Qualitative and sports expert. Germany

Jules

Statistical Consultant. UK

Michelle

Quantitative expert. UK

Darryl

Qualitative and cultural expert. China

Julian

Qualitative and cultural expert. Japan

Elodie

Qualitative and cultural expert. France

Katarzyna

Qualitative and cultural expert. Poland

Ben

Qualitative and cultural expert. Nordics

Manisha

Qualitative and cultural expert. India

Carla

Qualitative and cultural expert. UAE

Insight begins with a conversation

Whether you want to learn more about what we do, need a quote or have a question about our services, please get in touch.

Contact us

What our clients say

Selvedge are masters of revealing intuitive, universal and timeless human truth, that the competition hasn’t been able to find. Their ability to tell human centric stories that excite creatives and rally strategy teams, all around a single sentence, is a rare art form. I rely on Cam and Anna to find what’s been hiding in plain sight from everyone else in the room. If you want consumer insight that moves a CEO, you’ve found your partner

Brett Donahay, Founder, ThisTimeTomorrow