An expert team, providing highly credible user insights that are sharply focussed on the needs of your business.

Dr Sam Howard

Founder and Director of Research


Sam is an expert in the design and delivery of user research. He has a Psychology degree and a Human-Computer Interaction PhD from the University of Nottingham. Sam has worked in academic and commercial settings helping UK and global organisations refine and develop products based on user insights. Sam enjoys finding ways to generate robust user insights in the fast paced environment that is typical of so many organisations. He leads and oversees our research projects.


07976 260 408

Phil Randall

Founder and CEO

Phil is a proven entrepreneur.  He co-founded North 51 in 2004 and created a £7m turnover tech and service business that was acquired by a larger organisation in 2015. Prior to this, Phil’s corporate career spanned market research, product management and international strategic marketing. His heart lies in helping organisations design successful tech and digital solutions that deliver competitive advantage.  Phil’s background means he can quickly understand your strategic and tactical requirements.


07712 669 935

Nicola Hammersley

User Research Consultant

Nicola has been designing and delivering market research projects for more than 20 years and worked with our CEO when they were at Boots together. Nicola’s experience spans many sectors, and she has worked both nationally and globally.  Through smart recruitment, design and delivery, Nicola gets the best out of users to generate the high value insights that give our clients the edge.

Horia Maior

User Research Consultant

Horia is a Human Computer Interaction and Human Factors specialist.  His research explored the use of brain and physiological data in HCI research.

Dimitri Darzentas

User Research Consultant

Dimitri is a Human Computer Interaction and Game and Media Technology specialist with a specific research interest in the Internet of Things.

Dr Lachlan Urquhart

User Research Consultant

Lachlan completed his doctoral research in the Mixed Reality Lab and Horizon Digital Economy Doctoral Training Centre within the School of Computer Science, University of Nottingham.

Jon Housley

Finance Director

Jon is an experienced Finance Director with a special interest in digital and tech businesses.

Philippa Randall

User Research Administrator

Philippa supports our user research delivery, ensuring respondents and clients receive timely and regular communications.

we would love to hear about your project