Everyone in Axis has a wealth of relevant experience in consumer/shopper research, food, and working with the major multiples. Nobody in the team has less than 15 years experience.
In addition to experience, Axis people
> Have a "can-do" attitude to getting things done for our clients
> Speak plain English, not agency-speak
> Are focused on the end-result, not process and jargon
> Take a great pride in doing a good job for the client
The team members are:
Jonathan Smith
Managing Director and Consultant
Jonathan launched Axis in 1996.He began his marketing career at Procter & Gamble, and subsequently held various marketing posts in two divisions of Rank Hovis McDougall and then at St Ivel. From 2004 to 2008, he was also Non-Executive Director and Chairman of Ilchester Cheese Company, prior to leading the sale of the business to TINE BA, a large Norwegian dairy business.
"Meeting the expectations of the major multiples is a tough challenge for food businesses. It’s great to be able to play a part in helping them to succeed in this", says Jonathan.
Outside business, his interests include swimming, running, flying light aircraft, travelling, reading, and improving his french language skills.
Graham Goldsmid
Fieldwork Manager
Graham has 27 years experience as a field manager in market research and started his career at Campbell Keegan Qualitative Research. He subsequently worked at Research International before joining Axis.
"I like working with the food and multiple retail sectors as they are both areas with constantly changing markets", says Graham.
Outside work, Graham is a keen runner and qualified athletics coach. He is also a keen football fan with a passion, or some might say major delusion, about the greatness of Fulham Football club!
Suze Gomme
Research Consultant
Suze has over 30 years research experience and began her career at Research International. She subsequently worked at Public Attitude Surveys Ltd and Pegram Walters, before joining Axis.
"I enjoy working in a field which is so fundamental to consumers and which despite being so ‘everyday’ on one level, still offers up constant surprises", says Suze.
Outside work, Suze loves textile crafts – patchwork and quilting in particular - and is a volunteer with Cats Protection.
Clare Mansfield
Research Consultant
Clare has over 25 years research experience, having begun her career at Cragg, Ross, and Dawson. She later worked at The Qualitative Research Centre, The Qualitative Consultancy, and Applied NPD Ltd, before joining Axis.
"I like the food/multiple retail sector because it’s varied and fast-moving; it’s relevant to every single one of us, and constantly reflects all the changes going on in society", says Clare.
Outside market research, Clare is a part-time psychotherapist, and in her final year of a doctorate. She’s also an avid walker in town and country.
Catherine Millican
Research Consultant
Catherine has 25 years research experience and began her career at Communication Research Ltd. She subsequently worked at International Consumer Connection, HPI International, and Research International, before joining Axis.
"It’s really satisfying being able to give consumers a real voice that is heard and taken notice of by decision-makers when they develop new products", says Catherine.
Outside work, Catherine is a qualified counsellor and is passionate about fitness and wellbeing, taking part in fun triathlon and cycling events.
Debbie Moorcroft
Research Consultant
Debbie has 19 years research experience. She began her career at NOP and subsequently worked at Research International before joining Axis.
" I get a real kick out of seeing new products come to market that I’ve worked on", says Debbie.
Outside work, Debbie’s interests include tennis, skiing, playing the piano and occasionally appearing in local pantomimes.
Roland Stout
Research Consultant
Roland has 15 years research experience, having begun his career at Research International. He subsequently worked at Tangible Branding before joining Axis.
"I find it stimulating and rewarding translating the shopper’s decision making into meaningful strategy", says Roland.
Outside work, open-water swimming has recently become a passion but when he’s not busy getting cold, wet, and dirty, he enjoys all the things that come with being a father of two young daughters - which in his case means all things related to ballet and dance.
Lucie Wernicke
Research Consultant
Lucie has 18 years research experience, and began her career at Pegram Walters. After this, she worked at BJM and NFO before joining Axis.
"I love the ever-changing nature of the food industry and the multiple partners and businesses involved in it. These all make the industry so dynamic and complex", says Lucie.
Outside work, Lucie looks after two children under two, and loves to be as active as possible. In her ‘spare’ time, she also practices massage therapy.
Julia Whitehead
Research Consultant
Julia has over 18 years research experience, and began her career at Chris Payne Associates. She also worked at SW1, Sadek Wynberg/Millward Brown, and Superdrug before joining Axis.
"I really enjoy hearing consumers sharing their experiences about brands they love and the fast pace of the food industry – seeing changes implemented within months and even weeks of the research taking place", says Julia.
In her spare time she enjoys walking, cinema, theatre, cooking and travelling. On a trip to Cambodia, her sampling of local cuisine included deep fried Tarantula – probably not a priority for launch into the UK market!
Jude Wilton
Research Consultant
Jude has 20 years research experience, and started her career at NOP. After that, she worked as an independent for several years before joining Axis.
"As someone who considers herself a bit of a foodie, working with food businesses gives me an opportunity to be at the forefront of development in the industry and to get to try new things!", says Jude.
When she is not working, she has a two year old daughter with whom she likes to sing, dance and generally have fun, and when she gets a spare minute she bakes cakes and dances Argentine tango.

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What our clients think...
"These guys know exactly what they are doing!"
Melvin Glynn, former Managing Director, Burt’s Chips