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experts in consumer-led product innovation.

When you hit ‘play’ on something, like a piece of music, you experience continuous forward movement. And that’s no different to PLAY — we’re always moving ahead, pushing the limits of FMCG innovation.

To make it happen, we apply a consumer-led approach to NPD and act as the connective tissue in your process. We’ll be your guide through 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 in FMCG. A strong track record and an enviable list of clients go to show we’ve got the guts to make tough calls and chase results. If you’re dreaming of a local responsive team, then look no further. You’ll find us in Sydney and Melbourne.

Plus, we are home to Australia’s largest sensory testing facilities, equipped with a sensory and shopper lab, eye-tracking and real full-size shelves. So no matter whether you have a new idea, refined concept or product pack, you can count on us for all your product development needs.

our vision

Become the leading authority in FMCG innovation in Australia

our purpose

Make consumers’ lives better by unearthing insights to help create products they truly want

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meet the team.

chris thomas

founder

Our fearless leader Chris has over two decades of insights and innovation experience where he has helped countless FMCG brands create better products through his fresh thinking. Full of drive and good humour, Chris is crazy about continuous improvement and always finds a way to evolve traditional innovation practices to deliver a better experience.

Outside of PLAY, Chris has two daughters (with another on the way) and loves spending his time in Sydney’s Northern Beaches, finding new places on land and water to explore with them.

 

becky mead

managing director

Becky has over 18 years of experience in insights & innovation both here in Australia and the UK. She is passionate about all types of innovation from strategic planning to later stage tactical work. She’s also deeply passionate about getting under the skin of her clients to understand their challenges and use the consumer perspective to help their business grow.

When she isn’t busy playing at work, she is playing with her toddler Holly, stretching her legs on a hike or a bike, or devouring a delicious feast.

Martine Barrie

Innovation Director

Martine has been leading innovation projects for over 20 years, heading the Australian offices for two global insight-led innovation agencies. Martine loves watching clients adopt an experimental mindset and learn as they innovate. She believes that unless you pinpoint the often unspoken consumer frustration, you are flying blind. When you have that, the fun and hard work begins!

Outside of work Martine likes to flex her creative muscles — she could knit for Australia and paint for Play School!

andrew turner

associate director

Andrew has been in the insights world for over 17 years with extensive experience in qual and quant, specialising in sensory, brand, packaging, U&A and segmentation. He's applied his expertise across food, beverage, liquor and household goods — from conception through to launch. Andrew's research philosophy is “I'll tell you what you need to know, not what I think you want to hear.”

As a psychology grad, a wannabe Masterchef and former frontman for a metal band, there’s nothing better than a stage and a juicy story to tell.

emma ditterich

senior account director

Emma brings extensive senior-level agency experience from working on projects across the Asia Pacific, Europe, the U.S. and the UK (one of her former homes!). She specialises in FMCG and retail insights and consultancy and has conducted work in NPD, innovation and shopper understanding for over 13 years.

Emma loves using the latest techniques and is willing to give anything a go (as long as it makes sense for the problem at hand!). She has a passion for helping clients launch products that work in-market.

 

katherine savage

Account Director

Katherine has been in the research game for 14 years, starting life as a qualitative specialist before becoming a qual-quant insights professional. In the UK, Katherine specialised in market opportunity and innovation projects, and since moving to Australia 5 years ago and strongly focusing on FMCG, she has continued to help clients develop and evolve their product ideas.

Katherine is PLAY's packaging expert. What better way to use her skills as a former art history student, than to analyse consumers' reactions to a product's key touchpoint!

Taryn Sullivan

Account Director

Taryn brings 14 years of research experience to the team and has a wealth of multi-national insights experience across a range of categories — literally from banks to booze! She loves helping clients with early-stage idea and concept development and gets a buzz from seeing the results of her work put into practice.

Originally from Cape Town and a through-and-through saltwater girl, she was attracted to the Northern Beaches and the outdoorsy lifestyle. When she’s not in the office, you'll usually find her catching waves in her surf ski!

Adelaide Kohlmann

Project Manager

Adelaide is a ‘newbie’ in the world of innovation and FMCG — starting her journey as a graduate at PLAY, learning all the ins and outs of the industry from our senior PLAYers. With a creative flair for making beautiful, fun and PLAYful presentations and designs, Adelaide takes pride in supporting the team through all aspects of project work.

michael o’hagan

fieldwork manager

Michael is PLAY’s Fieldwork Manager 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!

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 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!

P - ALWAYS BE HELPING VALUE

 

Always be helping

We are genuinely invested in our clients’ success. We’re your trusted advisor and valued partner, going beyond the project at hand.

+1 value (300x381)

 

+1

We actively improve at every opportunity and keep an open mind. We believe there’s always a better way to do things.

A - #NOTBEIGE VALUE

 

 

#notbeige


We live and breathe our playfulness, but will tell it like it is. We give the (sometimes hard) truth and never forget to have fun along the way.

Y - TEAM PLAYERS VALUE

 

Team PLAYers


We share the load and share ideas. We bring our A-game, as individuals and a team, to make sure our clients get the best of PLAY.

you’re in good company.

your're in good company

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let’s get to know each other better. get in touch!

If you’re on the hunt for a trusted partner that’s in it for the long haul, well, you’ve found them. Message us below and let us know how we can help.