STRAT7 launches global data collection agency, STRAT7 Audiences

Announcing the launch of STRAT7 Audiences, a new global data collection agency that builds on existing specialisms held within the group.

The move signals STRAT7’s commitment to data integrity by building this vital function into a dedicated business unit.

STRAT7 Audiences takes group-wide responsibility for data collection, a specialism that was previously held within STRAT7 Researchbods. This will allow Researchbods to focus on its communities and insight offer, notably in developing the tech roadmap for its ex-plor platform.

Tom Bates, the newly promoted Managing Director of STRAT7 Audiences, will report directly to Jonathan Clough, COO of the STRAT7 group, and the STRAT7 board. He is tasked with building the client base for STRAT7 Audiences amongst brands, media agencies and consultancies, both in the UK and overseas. Alongside servicing customers directly, STRAT7 Audiences will also function as an in-house data collection partner supporting all agencies across the STRAT7 group.

Jonathan Clough, COO of STRAT7, explains: “A dedicated data collection unit gives the specialism the recognition it deserves, after all high quality data is the foundation for any strategic insight. 

Our combined strengths in customer and social media data collection alongside analytics ensures STRAT7 occupies a unique position in the market. This efficient and holistic infrastructure makes us a ‘one-stop shop’ for insights, allowing clients to consolidate their spend through a single provider. Collecting and analysing data at scale and pace also underpins the group’s offer of always-on customer centricity.”

STRAT7 Audiences’ managed network is made up of 47 million people across 70 countries, covering consumers, decision makers and patients. STRAT7 launched their proprietary data integrity methodology and joined the MRS Global Data Quality Initiative in 2023. The launch of STRAT7 Audiences demonstrates the group’s ongoing commitment to reducing the threat of data fraud globally.

Tom Bates, Managing Director of STRAT7 Audiences, says: “More than ever, clients need confidence in their data. They need senior, consultative data collection experts in the room ensuring the success and integrity of every single one of their projects. 

We’re really excited to get started with Audiences, to continue providing exceptional, bespoke service to our clients and to compete for new opportunities. This launch is the natural next step for STRAT7 in achieving operational excellence and powering global insights.”

The new agency will operate from the STRAT7 Leeds and London offices, with a North American hub in New York planned for 2025. The team currently stands at 55 people with plans for growth across their Service and Delivery teams.

For more information visit


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis irure dolor in reprehenderit in voluptate velit esse cilum dolore eu fugiat nulla pariatur. 

Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.