James McCoy
Edinburgh
Summary
With over 25 years’ experience in consumer research, I’m driven by a deep curiosity about what shapes human behaviour and decision-making. I’ve worked across a wide range of sectors – including retail, FMCG/CPG, healthcare, media, lifestyle and financial services – using both qualitative and quantitative methodologies to deliver insights that inform strategy, communication and innovation.
Overview
30
30
years of professional experience
Work history
Freelance Research Consutant
Self-employed
Edinburgh
2025.03 - Current
- Providing project-based support to media and consumer research clients across both quant and qual.
- Work includes survey design, scripting, fieldwork coordination, analysis and reporting.
- Recent projects for Pilotly have focused on concept testing, narrative evaluation, and early-stage content development for TV pilots.
Consumer Insights Manager
Motability Operations
Edinburgh
2022.09 - 2025.03
- Compiled and reviewed customer data on patterns and preferences.
- Produced weekly, monthly and quarterly insight reports.
- Utilised market / competitor data to identify opportunities and gaps.
- Provided targeted customer communication advice.
- Evaluated campaign performance to optimise return on investment.
Audience Insights Manager
Pilotly
Remote
2022.04 - 2022.08
- Running audience measurement projects for new TV pilots, films and concepts.
- Designing surveys to assess creative issues for rough cut TV pilots and films.
- Programming, launching and monitoring fieldwork.
- Producing insightful reports to help creatives determine the final cut.
Strategy & Insight Lead
Scottish Government, Leith Agency
Edinburgh
2021.05 - 2022.03
- Led a fortnightly COVID-19 consumer tracking study for the Scottish Government, distributed to the First Minister and senior officials
- Collaborated with policy teams and ministers to design questionnaires addressing key pandemic issues in Scotland
- Ran surveys evaluating Scottish Government advertising campaigns
Head of Surveys, EMEA
GLG, Gerson Lehrman Group
London
2018.09 - 2020.10
- Running the London-based surveys team of 15, to design, manage and execute surveys among niche B2B populations.
- Achievements included: Growing revenue by 86% between 2018-19, exceeding budget target by $1.2m
- Training and growing survey team to provide a best-in-class survey product.
- Expanding and improving the availability of advanced research techniques and deliverables.
Research Director
Dynata, Research Now SSI
London
2017.10 - 2018.09
- Designing, managing and analysing online research projects, as well as supporting the sales team across the full project sales cycle.
- Assisting company-wide teams in research design and quality discussions with clients.
- Helping grow the Ad & Audience business, monitoring advertising effectiveness across a variety of B2B and B2C campaigns.
Customer Insights Manager
QVC UK
London
2016.09 - 2017.09
- Managing a small team responsible for providing insights.
- Designing research projects for the buying teams.
- Targeting new customers, expanding QVC's demographic reach.
- Producing and delivering findings to internal & external stakeholders.
Research Director, YouGov Reports
YouGov plc
London
2010.01 - 2016.02
- Designing, launching and managing YouGov's very first range of UK, US and global consumer market reports.
- Managing in-house team of 5; external team of approximately 24.
- Designing quantitative and qualitative research projects.
- Presenting findings to the media, clients, conferences, etc.
Head of Research Services
Mintel International
London
2007.06 - 2009.12
- Commissioning and managing primary and secondary research for Mintel's European publications & consultancy projects.
- Managing a team of 6 and maintaining a research budget of ~£1 million per annum.
- Presenting findings to clients, media (TV & radio), conferences, etc.
Global Coverage Manager, GNPD/Beauty Intelligence
Mintel International
London
2005.10 - 2007.06
- Sourcing FMCG products from c50 countries for analysis.
- Managing a budget of over £1 million and a global team of 7.
- Devising methodologies for ensuring accurate global coverage.
Manager, Market Intelligence
Mintel International
London
1995.09 - 2005.10
- Held progressively senior roles over ten years, beginning as Report Manager and advancing to lead the Market Intelligence team.
- Delivered in-depth consumer insight reports across a broad range of sectors.
- Managed production of 120 market intelligence reports annually in later role, leading an in-house team of 6 and external consultat pool of ~30.
Education
BA - Liberal Arts
Rockford University/Regent's University
1991
Interests
Playing guitar, writing children’s stories, CrossFit enthusiast and devoted dog lover.
Timeline
Freelance Research Consutant
Self-employed
2025.03 - Current
Consumer Insights Manager
Motability Operations
2022.09 - 2025.03
Audience Insights Manager
Pilotly
2022.04 - 2022.08
Strategy & Insight Lead
Scottish Government, Leith Agency
2021.05 - 2022.03
Head of Surveys, EMEA
GLG, Gerson Lehrman Group
2018.09 - 2020.10
Research Director
Dynata, Research Now SSI
2017.10 - 2018.09
Customer Insights Manager
QVC UK
2016.09 - 2017.09
Research Director, YouGov Reports
YouGov plc
2010.01 - 2016.02
Head of Research Services
Mintel International
2007.06 - 2009.12
Global Coverage Manager, GNPD/Beauty Intelligence
Mintel International
2005.10 - 2007.06
Manager, Market Intelligence
Mintel International
1995.09 - 2005.10
BA - Liberal Arts
Rockford University/Regent's University