Melanie Nicholls
About Melanie Nicholls
Melanie Nicholls is the Research Director and Head of Qualitative at YouGov, where she has worked since 2018. She specializes in qualitative research with a focus on retail, technology, and financial services, and has over 10 years of experience in the field.
Current Role at YouGov
Melanie Nicholls serves as the Research Director and Head of Qualitative at YouGov, a position she has held since 2018. In this role, she leads qualitative research initiatives, focusing on consumer insights within various sectors. Her expertise contributes to the development of strategies that inform clients in retail, technology, and financial services. Nicholls operates from YouGov's London office, where she has been instrumental in enhancing the company's qualitative research capabilities.
Previous Experience at YouGov
Prior to her current position, Melanie Nicholls worked at YouGov as an Associate Director from 2014 to 2018. During her four-year tenure, she gained valuable experience in managing qualitative research projects and collaborating with clients to deliver actionable insights. Her work during this period laid the groundwork for her subsequent promotion to Research Director.
Educational Background
Melanie Nicholls earned her Master’s Degree in Forensic Psychology from The Manchester Metropolitan University, where she studied from 2005 to 2006. She also holds a Bachelor’s Degree in Psychology from the University of Bath, obtained between 2000 and 2004. Her academic background provides a strong foundation for her research methodologies and analytical skills in the field of qualitative research.
Research Specialization
Melanie Nicholls specializes in qualitative research, with a particular focus on consumer behavior in the retail, technology, and financial services sectors. Her expertise includes conducting B2B and stakeholder research projects, allowing her to gather insights that inform strategic decisions for various organizations. With over ten years of research experience, she has developed a comprehensive understanding of market dynamics and consumer trends.
Professional Experience
With over a decade of experience in research, Melanie Nicholls has worked at leading agencies, including ICM and YouGov. Her extensive background encompasses a range of qualitative research projects that have contributed to her proficiency in understanding consumer insights and market trends. This experience has equipped her with the skills necessary to lead complex research initiatives effectively.