Hello, I’m Ruby

A mixed-method researcher helping organisations apply consumer insight to build better brands, products, services and experiences

Key Verticals: Health, Wellness, FMCG, Retail, Education
Highly Experienced In: Market & Category, Brand Strategy & Positioning, Customer Insight & Innovation

About Me

Honestly? Market Research wasn’t the original plan…

… but after stumbling into a CATI call centre during my bachelors, curiosity – and a love for sitting at the intersection of human behaviour and business decisions - got the better of me.

Fast forward ten years and my work has spanned hundreds of projects, from wellness to whisky, beauty to building, and FMCG to fitness - throughout Australia, The UK, Europe and The US.

Equally comfortable digging into the numbers or leading qualitative projects, my favourite part of the job is delivering meaningful outputs – the kind that challenge assumptions and inspire action.

The “I’d never thought about it like that” moments.

I do my best work in close partnership with clients. Collaborative by nature, freelancing allows me to work alongside the many brilliant minds in our industry by partnering with other independents or supporting agencies when they need another pair of hands.

Outside of the office you’ll find me travelling, at the stables, reading, running or hiking
(multi-passionate is one way to describe me!)

If you’d like to connect or collaborate, I’d love to chat.

*Coffee’s on me if you’re in Mallorca! :)

How I Can Help

I offer two flexible, collaborative ways of working

Direct to client via specialist, bespoke project teams

I may be independent, but I scarcely operate alone. The best insight comes from collaborative, divergent thinking. That’s why when working with end-clients, I partner with a trusted circle of senior specialists to create the best team for the project.

This means clear, experienced thinking with a consistent project team from start to finish.

Specialising in…

“Working with Nick and Ruby has been a genuine unlock for Myzone. Their research wasn’t just robust – it was hugely commercially impactful. They challenged assumptions, brought clarity to complex questions, and gave us insight we could act on at board and leadership level. Most importantly, they operated as true partners: collaborative, curious, and invested in the outcome, not just the output. The work they delivered has directly influenced our strategy and how we think about the future of the brand.”
— Tom Davies - CMO Myzone
MYZONE CASE STUDY

Direct to agency via bolt-on senior research support.

During busy periods, agencies bring me in for senior qualitative or quantitative research support—someone they can brief once, trust completely, and rely on for consistently strong work.

I can step in during the pitching process, for end-to-end project support or for specific stages of a project, depending on where the pinch points are.

Fieldwork

  • Recruitment management

  • Quantitative fieldwork management

  • Moderation: online or in-person

Reporting

  • Analysis & Storyboarding

  • Reporting

  • Presenting

Brand

  • Strategy & Positioning

  • Brand Health

  • Communications Testing

Market & Category

  • Market Segmentation

  • Usage & Attitude Studies

Innovation

  • Opportunity Identification

  • Idea generation & development

  • Concept Testing & Validation

Customer Insight

  • Customer Immersion & Ethnography

  • Customer Experience

  • Loyalty & Retention

Project set-up

  • Questionnaire / discussion guide design & write-up

  • Fieldwork preparation

  • Client management

Proposal & Pitch Support

  • Methodology & Approach Development

  • Writing

  • Global Costing Support

“Ruby is an excellent insights specialist. She approaches every project with rigour and care, bringing thoughtful analysis and clear judgment to her work. Ruby is genuinely curious, reliable, collaborative and trustworthy, and always delivers outstanding and insightful work.”
— Dr. Anna Denejkina, Student Edge
READ CASE STUDY

Examples Of Recent Work

What People Are Saying

“I'm fully aware I can be demanding and have high standards at times! Since starting Deep Blue Thinking, Ruby is one of the very few people who has consistently been able to meet them. What's more, in a world where agencies often force people to specialise in qual or quant research, she is a rarity in that she's equally comfortable working her way through complex data sets as she is moderating a group or running an online community. She's great to work with - full of fresh ideas and with a can do attitude. She will go on to achieve even greater heights in her career I'm sure and, with her grasp both of human behaviour and marketing issues, she has the skills to succeed both within the agency world or within a client organisation.”

Nick Bonney

Founder, Deep Blue Thinking

“Ruby is an exceptional insights and research expert. Her curious nature and collaborative, people
orientated approach meant that she was able to challenge thinking, work with the teams to
understand the issue and drive the solution through by being the conduit between agency and client.
She always went over and above, helped out and got involved outside of her remit and played a key
part in building stronger relationships internally. She is an exceptional talent.”

Yolanda Uys, GAICD

Director, Growth & Brand ANZ - Swisse Wellness

“Ruby delivered outstanding work on the launch of the Adore Beauty loyalty program research project. She was thorough, professional and highly detail-oriented throughout the process. The final insights were clear, actionable, and deeply valuable to our organisation. We’ve since worked on a number of projects.”

Miranda Bliss

Head Of Loyalty & Retention - Miele (Formerly, Adore Beauty)

Contact Me.

Ruby Lee Christoph
ruby.christoph@rrinsight.com
Mallorca, Spain