Business Anthropologists join Selbey Labs

Business Anthropologists join Selbey Labs

Gerry HopkinsonCEO, Selbey Labs
Business Anthropologists join Selbey Labs

Selbey Labs is pleased to announce that it has bolstered its rapidly growing Faculty with two ground-breaking ethnographic researchers Claire Denham-Dyson and Chiedza Gonyora. They will help Labs pioneer an anthropological approach to market research and innovation for b2b brands.

Claire Denham-Dyson joins as Ethnographic Research Lead.

Claire is Head of Anthropology at Selbey Anderson Partner Network agency Demographica and has worked in advertising and market research throughout her career. With expertise in numerous sectors, she specialises in ethnographic and immersive qualitative research and human insights. She holds her Honours in Anthropology from the University of Cape Town and her Masters in Organisational and Business Psychology from the University of Liverpool. She is passionate about using human insights to tell more compelling, authentic stories.

She is joined by her highly experienced colleague Chiedza Gonyora, a trained Anthropologist, who is trained in ethnographic and qualitative research and unearthing actionable insights. They both have extensive experience working with B2B brands and businesses, helping them identify new customers and markets through analyses of human behaviour and data.

Selbey Labs will be working closely with both of them to offer a range of use-case services for group-wide agencies and clients as well as interested brands outside the group. These include Mapping Tools, Fieldtrips, Walk Alongs, Design, Audience Ethnography, Customer Experience and Service/Product Design Frameworks.

It is our ambition to bring their proven methodology, which has resulted in increased revenue and market share, increased customer and employee satisfaction and range of other benefits to their clients to our network.

In turn, Selbey Labs will be working with Demographica to support it with Proof of Concept and Concept Testing research and advisory for its clients.

Claire, Chiedza, welcome to the team!

Gerry Hopkinson
Gerry Hopkinson
CEO, Selbey Labs

Following a successful career in communications, including co-founding award-winning agency Unity (now part of the Selbey Anderson Group), Gerry set up Selbey Labs in April 2022. Through his work at Unity over the past two decades he has developed a perspective on the role of brands in culture, the importance of observation and benefits of testing and learning.

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