meet the team

chris thomas


Our fearless leader Chris has close to two decades of market research experience. As well as being a qualified Practicing Market Researcher, he’s also produced fantastic results for many of the world’s leading FMCG brands with his fresh thinking and commitment to excellence. Full of drive, good humour and energy, Chris is crazy about continuous improvement and always finds a way to evolve traditional research practices to deliver a better experience: for participants and clients.


becky mead

managing director

Becky joined the world of research 13 years ago in the UK, before moving to Sydney in 2009. Her experience with local and global agencies crosses a wide range of brands and markets, from FMCG to services and media. Becky's a hands-on leader, managing projects end-to-end to ensure the client's needs are at the heart of the entire project. She's excited by segmentation, usage and attitude, brand positioning, concept and offer testing, and market opportunity studies.


andrew turner

associate director

Andrew has been in the market research world for 14 years with extensive experience across a wide range of methodologies - both quant and qual. Andrew specialises in FMCG research including sensory, brand, packaging, U&A and segmentation. He's applied this expertise across food, beverage, liquor and household goods as well as grocery, services, building & construction and OTC pharmaceuticals. Phewy! Andrew's research philosophy is “I'll tell you what you need to know, not what I think you want to hear”. He enjoys having a story to tell with the data.

emma ditterich

senior account director

Emma brings extensive senior-level agency experience from working on projects across Asia Pacific, Europe, USA and the UK (one of her former homes!). Her research expertise spans FMCG and retail with a particular focus on NPD and innovation. Emma has a special interest in shopper research and category understanding. Diagnosing barriers to purchase and spend along the customer journey or path to purchase is her jam. She loves delivering simple insights and changes that actually yield growth.


michael o’hagan

fieldwork coordinator

Michael is PLAYs fieldwork coordinator and our resident Head of First Impressions.  With an eye for detail and a nose for sensory, he keeps our CLT running smoothly with his extensive experience in VIP event planning, hospitality and project management. Outside of PLAY, you can find him sharpening his putting skills on the golf course. Between us, we’ve heard he does a very good Happy Gilmore impression!

katherine savage

research consultant

Katherine has been in the research game for nine years. Her experience spans consumer, retail, tech, media, social, employer, financial and auto, working for brands such as Mars, HTC and Twitter. Katherine specialises in innovation research, in particular, U&As and market landscapes, segmentation, concept testing, pricing studies and conjoint, as well as path to purchase studies. She loves working collaboratively with clients and embedding results to drive change.

rox cadiz

research manager

Rox is a passionate researcher who, for the past five years, has collaborated with many large FMCG brands on quantitative projects. Her background is in concept and product testing, brand health tracking, and mystery shopping. Curious by nature, Rox enjoys being involved in every part of a project and working with clients towards fresh insights.

carla alipit

research manager

Carla started her career in consumer insights seven years ago working with multinational research agencies. She built her expertise in customer satisfaction, mystery shopping and U&As in industries such as FMCG, automotive and retail. Carla loves talking to people and learning the ins and outs of the consumer journey. Sharing her discoveries with clients gives her a sense of purpose and joy.

raymond villegas

survey programmer

Raymond is a self-confessed techie. He holds a Bachelor's Degree in Computer Engineering and is an experienced Software Engineer with three years of experience in Survey Programming, specifically in the services industry. He has a passion for eSports, music and of course, setting up awesome surveys!

As the experts in consumer-led innovation in FMCG, we partner with manufacturers and retailers to lift the productivity and effectiveness of their NPD. It’s all in how we blend innovation advisory with tailored consumer insight using an agile, consumer-first approach.


Think of us like the connective tissue within your innovation process. We guide you at every step of the journey, helping you align, focus and develop ideas and products that sell. At PLAY, we ‘get’ the unique dynamics and opportunities within FMCG. Our strong track record and enviable list of clients show we have the guts to make tough calls.


Proudly, those very same clients continue to partner with us today. So, no matter if you have a new idea, refined concept or product pack, you can count on us for all your NPD needs. And let’s not forget our superpowers in experiential research!


With Australia’s largest sensory testing facilities, equipped with a sensory and shopper lab, eye-tracking and real full-size shelves, we can test your product and pack under one roof. You can find us locally in Sydney & Melbourne.

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Krispy Kreme
Goodman Fielder

we deliver results that clients love.


Just wanted to say thank you again for all the work on this project, I have been really impressed with the partnership on this from the approach and agility. For me this project has cemented the trust I have in you and the PLAY team and I can’t wait to keep working on more projects!

Tessa Whittaker
Consumer & Shopper Insights Manager

PLAY are an agency that we have worked with for many years. What stands out to me is their can do attitude, flexibility and overall ability to quickly put together and execute a plan that addresses our needs. Our needs are forever changing and PLAY are always so accommodating; looking for ways to make it happen vs tell us it cannot be done on time/budget! Their expertise spans so many areas that we are comfortable giving them a project brief that covers a mix of quant, qual and sensory exploration around product ideas, concepts, drinks or packs.

Lynn Larsson
Head of Planning and Insights

My PLAY innovation team are true business partners. On a recent project, they were quick to understand our business issues and the complexity of our internal processes. They recommended an approach which navigated the uncertainties of unfolding COVID situations, trans-Tasman relationships and accommodated the complications of product delivery. They tightly managed the research process, recruitment and fieldwork. Their thorough analysis delivered insightful and action oriented recommendations. Throughout this journey they were an absolute pleasure to deal with, helpful and responsive. I look forward to the next opportunity to work with this elite team

Barbara Edwards
Consumer Insights Manager

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