Fiona Norman

Associate Director

Fiona Norman is an economist by background. Her early career was spent in AGB (London), where she was responsible for continuous research for many GB and multi-national FMCG clients such as Rank Hovis McDougall, Walkers, PepsiCo and St Ivel.

Since joining Millward Brown Ulster, Fiona has been involved in a wide range of ad-hoc quantitative studies across all the main industry sectors. Her involvement is across the full range of the research process from the initial proposal preparation to interpretation and final reporting.

She has particular expertise in areas of licensed trade, energy, FMCG, retailing and telecommunications. Within the retailing sector she has particular interest in and experience of category management techniques.

Fiona is also highly active in all areas of business-to-business research. Indeed, she has recently developed a business-to-business research methodology which facilities a cost effective means of accessing opinions and behaviour of a substantial number of senior personal in the private sector on a regular basis.

In addition to her wide experience in quantitative research, Fiona is a highly skilled and experienced qualitative researcher. She has designed and carried out a range of qualitative assignments that have included the use of focus groups, in-depth interviews, observations studies and consultancy elements. Furthermore, she has developed and implemented a range of innovative projective and enabling techniques for use in group discussion and depth interview situations. These techniques included guided visualisation, laddering, analogies and brand personification/parties.