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.
Senior Research Consultant @ W5
Ceara 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.
Ann Marie McCallion
Research Consultant @ W5
Anne-Marie joined W5 in 2010 as part of a college work placement and became a full-time member of the team in 2011. Throughout her time at W5; Anne-Marie has gained extensive experience in many sectors, including financial services, utilities, retail and insurance. She has been involved in moderating qualitative research groups, including groups that are focused on product testing and customer experience.
Anne-Marie currently manages a number of large scale customer experience programmes for clients in both the financial and utilities sector. This involves designing customer experience programmes and managing them through to the reporting stage.
Anne-Marie holds a BSc. in Business and Management from the Dublin Institute of Technology and is a member of the Marketing Institute of Ireland.
Liz O’ Connor
Research Consultant @ W5
Liz 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.
Research Consultant @ W5
Sandra 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.
Associate Consultant @ 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.
Data Entry Executive @ W5
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.