Sarah Macdonald
About Sarah Macdonald
Sarah Macdonald is a Senior Design Researcher specializing in Customer Experience at HSBC, where she has worked since 2021. She has extensive experience in research roles across various organizations, including Mach49, Populus Limited, and Kantar, and holds degrees from Oxford University and the University of Johannesburg.
Current Role at HSBC
Sarah Macdonald serves as a Senior Design Researcher in Customer Experience at HSBC, a position she has held since 2021. In this role, she focuses on consulting with frontline colleagues to implement best practice approaches for conducting meaningful research. Her work aims to drive positive changes in processes, systems, tools, and organizational culture within the bank.
Previous Experience in Research
Prior to her current role, Sarah Macdonald accumulated extensive experience in research and customer experience. She worked as a Customer Experience Researcher at Mach49 for two months in 2021. Her previous positions include Research Manager at Populus Limited from 2013 to 2016, and Associate Director at Jigsaw Research from 2016 to 2017. She also served as a Senior Research Executive at Kantar (TNS South Africa) for five years, where she developed her expertise in research methodologies.
Educational Background
Sarah Macdonald studied at Oxford University, where she achieved a degree in Philosophy from 2012 to 2013. Prior to that, she attended the University of Johannesburg, earning a Bachelor of Commerce (BCom) Honours in Marketing Management from 2003 to 2004, and a Bachelor of Commerce (B.Com.) in Communication from 2000 to 2002. Her educational background provides a strong foundation for her work in design research and customer experience.
Consulting and Research Initiatives
In her role at HSBC, Sarah Macdonald consults on best practice approaches for conducting meaningful research. She focuses on engaging with frontline colleagues to enhance the effectiveness of research initiatives. Her goal is to facilitate positive changes in the organization by improving processes, systems, tools, and the overall culture through her research efforts.