Felicity Adkins is the Business Director at Tonic, a market research company in London. They help clients explore, understand, control and drive change. They have worked with brands such as Coca Cola, Disney, eBay, and Google.

In this podcast, Felicity shares her journey with Tonic, why businesses need to build connections with their consumers, where to start with a research project and advice for people who want to get into her industry. 

Felicity states how easily a research project can go in the wrong direction if an in-depth brief isn’t provided. She shares how consumer behaviour has changed and the power of being brave and honest with analysing your businesses success.

Find out her favourite project to date, the biggest mistakes that eCommerce retailers make and why market research is so important.