Research Manager

Joanna is the “baby” of the Sherbert team which gives her the edge when talking to teens.

Joanna studied for a Bsc in psychology at Leeds University and became interested in the world of qualitative research after studying her granny as part of her dissertation! Whilst at Uni Joanna taught drama to secondary school kids, realised she wanted a career that enabled her to work with this age group and decided to specialise in kids/youth qualitative research. Joanna has been in this field for almost 5 years now and is totally loving it.

Joanna throws herself into the world of young people and has worked on very diverse projects from usability testing and brand development to evaluating educational schemes in school. Joanna has even helped to develop TV scripts, making them right for a children’s audience.

Above all Joanna likes nothing more than being out in the field and interacting with young people, she loves a good “ethno” project and prides herself on being able to talk to kids from all sorts of backgrounds, getting onto their level and getting the best from them.

To help immerse herself into the world of kids and youth, Joanna has an avatar on almost every kids’ website, she even has a Moshi Monster called Eric. You can also find Joanna watching the tween “it” shows most nights, including Beverly Hills 90210, which she claims she must watch in the name of ‘research’!

Above all Joanna feels that working with children and young people is the most rewarding form of research and is totally dedicated to giving young people a voice.