Roz Sherman-Davies – Thought Leadership Research Director

What is your role at Delineate?

Thought Leadership Research Director: Using Delineate’s unique methodology to uncover shifting consumer attitudes and behaviour and understand the impact for brands including how they communicate and connect with their customers.

What were you doing prior to working at Delineate?

Before moving into this role I worked with our clients as a Research Director, leading a number of our global brand trackers and ad hoc research. Prior to that I worked in insights and research roles both agency and client-side across a range of different sectors from tourism to the arts and heritage sectors.

What makes Delineate different from other places you have worked?

Having been with Delineate from its very early days (I think there were just 8 of us when I joined!) it’s been a particularly exciting place to work. We have been on a journey of discovery and learning the whole time. Constantly pushing the boundaries to find better ways of doing things means you are constantly learning and challenging yourself.

What do you enjoy most about your job?

I love research. I love finding out new stuff and sharing insights with people to really make a difference.

What does a typical day look like for you?

There is no typical day! Every day is different but a combination of idea generation, questionnaire writing, data analysis and evaluation, deck and whitepaper production all tend to feature in some way.

What excites you about your work?

What excites me most is the opportunity to find out interesting and useful insights that push my thinking further. I enjoy pushing myself and learning every day. Luckily I have the privilege of working alongside some of the best people in the industry.

What is the most valuable thing you have learned at Delineate?

I think one of the most valuable things I’ve learnt is the importance of adaptability. Whether it’s shifting priorities, unexpected challenges or evolving client needs – being flexible and open to change has been crucial. Its taught me that success comes from being able to pivot quickly and stay ahead of the curve.

What do you like to do outside of work?

Outside of work, life is full-on. Between being mum to a teenager, working on my PhD and juggling the care of 2 ½ horses and our labrador, there’s never a dull moment!