Who We Are

Sarah Castell

Sarah Castell, Head of Qualitative Research, has led Ipsos MORI’s qualitative offering since 2006.  She has designed research projects all over the globe and is an expert in strategic public policy research, communications and branding, and social marketing research.  Sarah has particular experience in large-scale, future focused deliberative studies for central government and Higher Education policy and brand development.

Sara Butler

Sara Butler, Director, is Head of Qualitative Health research and specialises in research for the NHS.  Now and then she also delves into environment and social cohesion research, as well as being responsible for internal and external qualitative training.

Johanna Shapira

Johanna Shapira, Director, is Head of Ethnography.  Johanna has worked as an ethnographer since 2000, establishing video ethnography units in New York and London, where she joined Ipsos MORI as Director and Head of Ethnography after completing graduate work in Social Anthropology at Goldsmiths. Her ethnographic work has covered a wide variety of public and private research both in the UK and globally, including extensive work with youth, health and community, policing, chronic illness and compliance. She is an expert in working with sensitive and hard-to-reach audiences, conducting studies such as: the learning disabled and technology; cervical screening uptake amongst Bangladeshi and Somali women in Tower Hamlets; binge drinking and sexual health amongst young people in S.W. Essex.

Suzanne Hall

Suzanne Hall, Director, specialises in qualitative research related to the labour market, skills, the economy and trust in government and works extensively for both the Department for Work and Pensions and HM Revenue and Customs. Many of the studies she conducts are large scale and deliberative.