So who are Principles Research & Strategy?

Over 25 years, Principles Research & Strategy has grown from a small company working solely within Principles Agency to a full service qual & quant research plus strategic planning agency in its own right.

We remain part of the £25m turnover Principles Communications Group but work as a separate company with most of our clients being independent of the group.

And we’ve not just grown in size. Over the years, our realworld™ techniques and methodologies have helped us expand on conventional approaches. Using a combination of traditional and innovative strategies enables us to completely immerse ourselves in the lives of consumers: what they think, how they act and what really makes them tick.

Click here to sneak a peek at an overview of what we do.

Key contacts

Lesley Dudleston, Director

With over 20 years’ research experience, Lesley heads up Principles Research, specialising in quant (although with a firm grounding in qual) and covering more advanced techniques such as trade off analysis, segmentation, correlation & driver analysis. She particularly enjoys proposition and creative work as it allows drilling down from the subjective to the objective. Lesley is passionate about the insight research brings & assisting clients in how to take this forward, so dedicated that she once got locked in a room with a client by security who assumed the building was empty.

Sarah Askew, Account Director  

Sarah joined Principles in 2012 from McCallum Layton where, as well as delivering qual projects for clients across the finance, FMCG, retail and medical sectors, she developed their online qualitative offering. She has a particular interest in segmentation, new technologies and helping clients achieve greater customer closeness.  Sarah has worked on NPD, PD, merchandising and promotional activity for Greggs  and  has much experience spanning product, packaging, range/category reviews & planning, merchandising, promotional activity for brands such as  Nestle, Asda and Morrisons

Becks Weightman, Account Director

Becks is a qualitative Account Director, working across a range of brands including Morrisons, Greencore, Skipton Building Society, DC Thomson and Alpro. She has a strong FMCG background, gained whilst working at Tangible Branding and JRA and a particular interest in proposition, product, branding and packaging development. She loves to travel and is fascinated by other cultures – she goes on at least three holidays a year and once spent 6 months travelling the world.