The W5 Team
Our research team have over 30 years of combined experience in business and research between them. You can find out more about each of the research team members below.
Mark Cullen
Director @ W5
Mark joined W5 in 2005 from Genesis Marketing Consultants, its sister company.
He has extensive experience of both qualitative and quantitative research with particular expertise in the measurement of customer experience. He has worked with many of Ireland’s leading service brands to help them enhance the service they deliver to their customers. As a keen advocate of online research, Mark has led a number of innovative projects combining online with more traditional research methodologies.
Mark’s extensive experience covers, a wide range of sectors including financial services, insurance, utilities, telecommunications, hospitality, technology and automotive. His specific research skills include research and methodology design, focus group moderation, workshop facilitation, questionnaire design, sample design, customer experience design and measurement, and customer satisfaction programme design.
Mark has a MSc. in Marketing Practice and is a member of the Marketing Society, Marketing Institute, ESOMAR, MRS and IMCA.
“It is our job to do all we can to understand our clients’ needs and present not only the data, but also our findings in a way that will help the clients see things differently by delivering additional insights.”
Ceara Nevin
Senior Research Consultant @ W5
Ceara joined W5 as a Senior Consultant in 2006 and has extensive experience in academic and consumer research. Ceara’s career has spanned client-side and agency roles in the UK and Ireland, more recently specialising in the Irish grocery market.
During her career, Ceara has managed both qualitative and quantitative consumer research programmes. Also, some of her work has focused on project appraisal and the economic evaluation of costs and benefits of a range of development options from alternative energy to transport, also driving the use of new qualitative techniques such as Citizen Juries.
Ceara has a Masters from The University of Stirling and she is a member of the Marketing Institute and ESOMAR.
“I love the variety that working in research brings. At W5 we are lucky to work with clients both small and large across a range of industry sectors. Finding the best fit of both qualitative and quantitative techniques to deliver unique learnings to each client is what really makes our job interesting.”
Susan Somers
Senior Research Consultant @ W5
Susan joined W5 in early 2006 as a consultant from Critical Path, a multinational communications and messaging software development company. In this role she worked with clients that included TeliaSonera, O2, Singtel, LogicaCMG, BT, Tiscali and Orange.
She has built particular expertise in designing and delivering customer experience measurement programmes. As a keen advocate of empowering the voice of the customer she recognises the importance of ensuring that the customers’ perspective is accurately portrayed.
Within W5 she is responsible for the rollout and delivery of a range of projects which include a number of mystery shopping programmes for clients in the financial services and telecoms industries.
Susan holds a Business and Information Systems degree from Trinity College in Dublin and is an active member of the Marketing Institute.
Kevin Wynne
Research Consultant @ W5
Kevin joined W5 in 2010 and he brings over 6 years of research experience to the team.
Kevin works across a variety of W5 clients, with his experience spanning a number of sectors including retail, financial services, advertising, telecoms, technology and FMCG. He has extensive experience across all types of research including panel and online research, panel management and building, advertising and concept testing and brand audits. His specific research skills include research design, data analysis and insight, research strategy, project planning and management and report writing.
Kevin has a MSc. in Marketing Practice and a BBS in Services Marketing.
“My favourite types of projects are ones that have a problem/issue that needs to be solved. I love to be challenged from the very start, working on a project that really makes you think. Not just the run of the mill research for the sake of research. In W5 we tend to receive research briefs that challenge the way we think and require creative thinking around how to best solve the research problem or issue for the client.”
Nicky Cullen
Research Consultant @ W5
Nicky joined W5 in October 2007 after an extensive around the world trip.
Throughout his time at W5 Nicky has designed and managed a number of mystery shopping projects for a diverse number of clients. At W5 he has worked on projects in many sectors including financial, utilities, retail, government, IT and hospitality.
His area of expertise focuses on the project management of the client programmes. Nicky is also responsible for delivering a number of large scale, ongoing customer satisfaction programmes for multinational organisations in the technology and utility sectors. His skills and experience include online, panel management and building, design, recruitment, project management and quantitative data analysis .
“The best projects for me are the ones where you work closely with the client over time monitoring their customer satisfaction and experience and seeing the client putting action on our recommendations then watching their scores jump up!”
Ann Marie McCallion
Research Consultant @ W5
Anne-Marie joined W5 in 2010 as part of a college work placement.
Anne-Marie has experience in many sectors, including financial services. She has been involved in moderating qualitative research groups, including groups that are focused on product testing. At W5 she manages customer experience for clients in the financial sector. This involves designing mystery shopping programmes and managing them through to the reporting stage.
Anne-Marie is currently studying for a BSc. in Business and Management.
“I have been very fortunate to spend time working with W5. I integrated into the team quickly, and in a short amount of time my research skills have developed. I enjoy taking a project from the early stages, from designing the project so that it meets client’s needs, and then following the work through the field.”
Emily Miller
Office Manager/Project Coordinator @ W5
Emily joined W5 in 2008 having returned to Ireland from Vancouver, where she travelled and worked for a year.
She has extensive experience in the Marketing and Advertising industry where her experience stretches across a range of media including Press and Radio as well as production management for a national magazine, ‘National Development’.
Within W5 and Genesis Emily is responsible for the day-to-day coordination of all projects while also making sure the wheels of the company are kept well-oiled and running smoothly.
Emily holds a Diploma in Advertising & Marketing Communications.
“I believe that effective co-ordination is the essence of management.”
Aidan McNamara
Data Entry Executive @ W5
Aidan has been working with W5 since early 2010 and his role includes data entry and postal fulfillment activities.
Aidan is a keen golfer and regularly takes part in competitions representing his club. With an excellent knowledge of all sports he is a source of all sporting related intelligence in the office.
Charntelle Boshoff
Financial Controller @ W5
Charntelle hails from KwaZulu Natal and joined W5 in 2007 having emigrated with her family to Ireland from South Africa.
With a Diploma in Book Keeping, she has extensive experience in the preparation and management of accounts for business. She has worked in a number of sectors including healthcare, legal and real estate.
Charntelle is responsible for all financial day-to-day reporting for W5 and Genesis.