AXIS - Key Persons


Clare Mansfield

Job Titles:
  • Research Consultant
Clare has over 25 years research experience, having begun her career at Cragg, Ross, and Dawson. She later worked at The Qualitative Research Centre, The Qualitative Consultancy, and Applied NPD Ltd, before joining Axis. "I like the food/multiple retail sector because it's varied and fast-moving; it's relevant to every single one of us, and constantly reflects all the changes going on in society", says Clare. Outside market research, Clare is a part-time psychotherapist, and in her final year of a doctorate. She's also an avid walker in town and country.

Debbie Moorcroft

Job Titles:
  • Research Consultant
Debbie has 19 years research experience. She began her career at NOP and subsequently worked at Research International before joining Axis. " I get a real kick out of seeing new products come to market that I've worked on", says Debbie. Outside work, Debbie's interests include tennis, skiing, playing the piano and occasionally appearing in local pantomimes.

Graham Goldsmid

Job Titles:
  • Fieldwork Manager
Graham has 27 years experience as a field manager in market research and started his career at Campbell Keegan Qualitative Research. He subsequently worked at Research International before joining Axis. "I like working with the food and multiple retail sectors as they are both areas with constantly changing markets", says Graham. Outside work, Graham is a keen runner and qualified athletics coach. He is also a keen football fan with a passion, or some might say major delusion, about the greatness of Fulham Football club!

Jonathan Smith - Managing Director

Job Titles:
  • Consultant
  • Managing Director
Jonathan launched Axis in 1996.He began his marketing career at Procter & Gamble, and subsequently held various marketing posts in two divisions of Rank Hovis McDougall and then at St Ivel. From 2004 to 2008, he was also Non-Executive Director and Chairman of Ilchester Cheese Company, prior to leading the sale of the business to TINE BA, a large Norwegian dairy business. "Meeting the expectations of the major multiples is a tough challenge for food businesses. It's great to be able to play a part in helping them to succeed in this", says Jonathan.

Jude Wilton

Job Titles:
  • Research Consultant
Jude has 20 years research experience, and started her career at NOP. After that, she worked as an independent for several years before joining Axis.

Julia Whitehead

Job Titles:
  • Research Consultant
Julia has over 18 years research experience, and began her career at Chris Payne Associates. She also worked at SW1, Sadek Wynberg/Millward Brown, and Superdrug before joining Axis.

Roland Stout

Job Titles:
  • Research Consultant
Roland has 15 years research experience, having begun his career at Research International. He subsequently worked at Tangible Branding before joining Axis.