Sian is a customer experience strategist and insight leader with over 25 years of experience helping organisations turn deep customer understanding into meaningful business impact. With a BSc in Psychology from City University London, she brings a human-centred, evidence-based approach to every engagement, blending behavioural insight, qualitative research, and advanced quantitative techniques, including statistical analysis and segmentation.

Sian has led strategic programmes across sectors including tech, retail, travel, financial services, energy, and healthcare, helping teams design customer journeys, optimise feedback systems, and connect insight to action. Her experience spans the full insight lifecycle: from designing and conducting research to synthesising findings and facilitating activation workshops that influence product, service, and organisational strategy.

A natural connector of people, ideas, and evidence, Sian is known for making the complex simple and the abstract actionable. She is particularly passionate about bringing empathy and clarity into strategic conversations, whether guiding a client through customer pain points or building frameworks to support loyalty and growth.

 She splits her time between Tunbridge Wells and Edinburgh, where she lives with her family and two (very opinionated) dachshunds. Outside of work, she finds joy in painting, drawing, and the creative stillness that comes with putting ink to paper. She finds inspiration in storytelling, seaside walks, and the quiet power of well-asked questions.