Our Research Team

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.


Sarah McChrystal

Associate Director @ W5

Sarah McChrystal

Sarah joined W5 earlier this year. She was previously Customer Experience Manager with Audi. Prior to that Sarah worked with Millward Brown and CST International, where she specialised in customer experience measurement.

In Millward Brown she worked on FMCG accounts as well as with a leading telecommunications provider. At CST International, Sarah led national and international projects specialising in the hospitality sector with clients including The Rezidor group EMEA, Intercontinental Hotels EMEA and Movenpick Hotels and Resorts. She also worked for clients in the financial and utilities sectors.

Sarah has a number of postgraduate qualifications in International Marketing, Market Research and Quality Management. She also holds a degree is Politics and Spanish from University College Dublin.



Ceara Nevin

Associate Director @ W5


Ceara NevinCeara comes to this work with fifteen years experience in both academic and consumer research. She has worked in a range of client side and agency roles within the public and private sector in the UK and Ireland.

During her career, Ceara has managed both qualitative and quantitative consumer research programmes. In the academic arena her work focused on project appraisal, this work also driving the development of new qualitative techniques.

While at W5 Ceara has specialised in utilising varied research approaches to explore and assess consumer and business attitudes, motives and behaviours, across a range of industry sectors. Her strength in uncovering and communicating insights delivering particular value to our clients.

Ceara has a Masters from The University of Stirling and she is a member of the Marketing Institute and ESOMAR.


Liz O’ Connor

Research Consultant @ W5


Liz O’ ConnorLiz joined W5 in October 2012 as a Research Consultant. She began her career in Market Research in Sydney, Australia where she worked as a Research Project Manager with The Leading Edge for two years.

During her time there Liz managed the Customer Satisfaction programme along with the Brand & Advertising Tracking for one of The Leading Edge’s major retail clients, Luxottica. The body of her experience is in quantitative online research as well as utilising various qualitative methods.

Liz also has experience across adhoc projects in FMCG, the charity sector and the motor industry for clients such as Wrigley, Fonterra, Frucor, Trócaire, Nissan and Citroen. She has been involved in various projects using NPD, shopper studies, brand strategy, workshops and online forums.

Throughout her time at W5, Liz has gained extensive knowledge of Customer Experience and Mystery Shopping programmes, across the financial services, utilities and motor industries.

Liz holds a BA International Honours Degree in Spanish and Sociology from University College Dublin, and is a member of the Marketing Society of Ireland.


Sandra Macijauskaite

Research Consultant @ W5


Sandra MacijauskaiteSandra joined Genesis, the sister company of W5, in January 2012 as part of an internship programme and later became Consulting Executive working across both Genesis and W5. In early 2013 Sandra became a full time member of the W5 team.

Over the last year she has gained experience in a range of sectors including tourism, finance and utilities. Sandra currently manages a number of large scale customer experience programmes for clients in utilities sector. This involves designing and managing customer experience programmes and delivering projects through to the reporting stage.

Originally from Lithuania, Sandra has a BSc in Environmental Science from the University of Vilnius and an MSc in Tourism Management from DIT.






Mark Cullen

Associate Consultant @ W5


Mark CullenMark 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.





Mark O’Reilly

Research Executive @ W5


Mark O'ReillyMark Joined as W5’s newest recruit in March 2014. His background is in academic research involving data presentation and information processing, Mark has also headed projects analysing the career progression of Irish post-graduate students and student use of academic services.

Mark’s expertise centres on research methodology, data analysis and survey design as well as having keen knowledge of consumer psychology and behaviour. Mark also possesses strong technical skills and advanced knowledge of human-computer interaction, including how technology influences our behaviour and how it can be used in research.

Mark holds a BSc Honours Degree in Applied Psychology and is currently completing an MSc in Cyberpsychology.




 Aidan McNamara

Data Entry Executive @ W5


Aidan McNamaraAidan 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.