About Us

We’re a team of strategic insight and foresight experts that help organisations understand how the world is changing.

Our experienced and specialist team create bespoke strategies for each individual project, making sure that our services have a direct impact on how our clients approach the future. At Trajectory we’re less about fads and more about rigorous research and robust trends that make a difference.

If you are reviewing strategy or future trends, evaluating future resilience and shocks to your operating environment, needing to understand changing customers, requiring quantitative forecasts or are considering product development, please get in touch. Let’s find out what the future can do for you.

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Now & Next

Trajectory are always thinking about the way the world is changing. Our members use our Now & Next service to understand what’s happening right now and plan for what’s coming next.

News & Views

  • All
  • News
  • Blog
  • Presentations

Report | Who are the new WFH-ers?

Hybrid working is here to stay. Prior to the pandemic, around 17% of economically active…

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Article | How do the public feel about AI?

We’re not that positive about new technology. Typically, we treat emerging tech with a healthy…

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Trends Briefing | The Election, and Beyond

Trends Briefing: The Election, and Beyond Nine questions (and some answers) about the election, and…

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Trends Briefing | The Future of London

Trends Briefing: The Future of London Thursday 30th May 2024 0900-1000 Register here London’s global…

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Some Of Our Clients

McCann

Since 2017 we have worked with McCann on dozens of projects, using innovative primary and secondary data analysis and storytelling to create compelling though leadership reports. Topics covered include the future of education, the role of protectionism in shaping the geopolitical and economic climate, the importance of organisational and supply chain resilience, health and wellbeing at work and the transition to Net Zero.

This work has involved both global and UK-based analysis, and featured contributions from industry experts around the world.

Department for International Trade – The Future Impact of Digital on Trade

New digital technologies – from artificial intelligence to blockchain – could have an enormous impact on what the UK trades, who the UK trades with and how that trade is done. We were commissioned by the Department for International Trade to conduct horizon scanning to explore the impact a suite of technologies could have on the landscape of trade.

In addition to digital technologies, our work also considered wider trends in geopolitics, demographics and economies as these have crucial interplay with both trade and technology. The results of our work were delivered to the Department for Trade in a workshop and confidential report at the end of 2019.

Vodafone – Loneliness 2030

In 2020, while the pandemic and lockdowns were giving us all a taste of social isolation, we worked on a long term scenario planning project with Vodafone exploring what the future of loneliness might be in the UK.

Drawing on detailed trends analysis and expert interviews, the report details the drivers of loneliness and social isolation and outlines three possible future scenarios for the UK, including implications for the public, private and third sector on how we can avoid the darker path to increasing loneliness and instead make progress after the pandemic. Our report was published in December 2020 and is available here.

Macmillan Cancer Support – The Experience of People Living with Cancer in 2035

We worked with Macmillan to develop detailed scenarios describing the possible lived experiences of people living with cancer in the middle of the next decade. These long-term forecasts considered a wide range of possible trends or disruptors – including medical advances, the role of predictive risk, socio-demographic and economic changes and the landscape for charitable giving and doing good.

The scenarios and their implications were informed by detailed discussions with experts from a range of fields, and Macmillan’s own senior stakeholders. The final report, which included detailed scenarios, recommendations for Macmillan and ‘day in the life’ pen portraits to bring the narratives to life, was completed in 2020.

Sport England – Horizon Scanning for Strategy

In 2020 we were appointed, through public tender, to support the development of Sport England’s future strategy through Horizon Scanning. As they considered their future strategic framework, Sport England needed to ensure that their aims were aligned with and informed by likely future developments, including those driven by the pandemic.

Through and iterative and consultative process we identified 15 key trends that would be crucial to shaping the future of sport and physical activity, and Sport England’s role within it. These trends were explored in depth, with their future trajectory informed by rigorous analysis and interviews with experts. Our Horizon Scanning work concluded with the development of a detailed report as well as briefer, high level outputs. Sport England’s new strategy, Uniting the Movement, was published in 2022.

Brown Forman – Trends Review

As vaccines allowed organisations to consider a longer term, post-pandemic future, Trajectory were commissioned by Brown-Forman to review their UK trends – evaluating how the pandemic had changed their direction and trajectory. Were they still relevant? Had they changed – and how? Our team conducted an in depth review of the trends, drawing on internal Brown-Forman insight, stakeholder interviews and wider analysis to deliver a review of the trends, identifying what had – and hadn’t changed – and updating implications for the next decade accordingly.

The results were delivered at a detailed workshop. Following the conclusion of this project, Trajectory were delighted to complete a similar exercise for the European Trends, and have subsequently worked with Brown-Forman on other projects examining changing trends in consumer behaviour.

British Council – The Future of International Cultural Relations

In 2021 we were selected to lead a long term futures project for the British Council, exploring the future of international cultural relations. Our team worked closely with the British Council to explore national and global trends in geopolitics, technology, demographics, culture and economics and create a range of scenarios that describe plausible, possible futures for cultural relations and soft power in the mid-2030s. These considered both the global picture and the UK’s post-Brexit, post-pandemic role within it.

Our work for the British Council was a huge success. Following the completion of this project we have worked with the British Council on several subsequent projects, including global scenarios on the future of International Tertiary Education.

WRAP

Segmentation to inform the Love Food Hate Waste campaign

WRAP’s Love Food Hate Waste campaign helps UK consumers reduce their food waste. The reasons for food waste are many and complex and vary massively by household. This means that segmenting the target audience is essential to maximise the campaign’s effectiveness. We worked closely with the various teams at WRAP to create a segmentation that met their requirements for both rigour and practical application.

Waitrose

Understanding the impact of the recession to inform the launch of ‘Waitrose Essentials’ range

As the credit crunch turned into full blown consumer recession in the early part of this decade, retailers (especially premium retailers) needed to respond strategically without undermining their brands. The work we conducted for Waitrose on consumer responses to the recession was used to inform the incredibly successful launch of the Waitrose Essentials range which, as forecast, continues to be a great hit as recovery takes hold.

United Nations World Tourism Organisation

Blending econometric modelling and qualitative methods to create global industry forecasts

The UNWTO produces the travel and tourism industry’s most authoritative forecasts of global tourism flows. When it came to producing the forecasts for 2030, the UNWTO asked Trajectory to assist them with the modelling and forecasting. This was an ideal opportunity for us to showcase our unique approach that blends different quantitative and qualitative methodologies and generate forecasts that can be relied upon by the whole travel and tourism sector http://media.unwto.org/sites/all/files/pdf/unwto_2030_ga_2011_korea.pdf 

Royal London

Ground-breaking research to understand the impact of bereavement on household finances

Working in association with Dying Matters (part of the National Council for Palliative Care) we conducted ground-breaking qualitative and quantitative research with people recently bereaved by the loss of their partner. This research made major breakthroughs in understanding the financial consequences of the death of a partner and identified the benefits of discussing and planning for the financial consequences of bereavement.

We have also undertaken a wide variety of other work with Royal London, particularly assisting in the development of product propositions that meet the financial needs of the Over 50s audience.

Greene King

Identifying the trends driving out of home leisure to inform strategy and concept development

We conducted an extensive horizon scanning exercise to understand the long term drivers of out of home leisure. Working closely with the relevant Board Directors at Greene King, among other things, our work was used to develop new bar and restaurant concepts.

We also support Greene King in providing analysis and commentary for the monthly Greene King Leisure Spending Tracker

What We Can Do For You

 
We create bespoke approaches to meet the needs of each client. Our projects involve some combination of the following:
 

Desk Research and Literature Reviews

A rapid appraisal of the issues and challenges facing any organisation based on published research.

 

Analysing Public and Client Databases

Unlocking insight from existing organisational knowledge and data. Secondary analysis of the wealth of existing information from public datasets.

 

Primary Quantitative and Qualitative Research

On and offline B2B and B2C surveys, often integrated with qualitative research. Focus groups, expert interviews, Delphi panels, online communities and more, including our innovative qualitative futures methods.

 

Audience Segmentation

Robust cluster analysis of quantitative data to provide audience segments.

 

Scenario Planning

Using expert input to create long term scenarios of markets to inform strategy.

 

Data Modelling, Forecasting and Econometrics

Accurate forecasts of revenues, customer/visitor numbers, impact of promotional spend or market growth.

Horizon Scanning/Trends Analysis

Using secondary data to understand the key forces shaping individuals, businesses and society.

Meet the Trajectory Team

Paul Flatters

paul@trajectorypartnership.com
Paul Flatters
Co-Founder and CEO
Paul has over 30 years of experience advising clients on the strategic implications of social and economic change. His career has also included roles as Head of Research for BBC News and Director of Research for Which?. At Trajectory his clients include BBC, British Council, Department for Business & Trade, Genomics England, Heineken, O2, Royal London, Taylor Wimpey and Waitrose. Paul is a regular conference speaker and commentator. He has written for the FT and Harvard Business Review and presented BBC Radio 4's Four Thought. Paul was previously CEO of the Future Foundation and a Director of The Henley Centre for Forecasting.

Tom Johnson

tom@trajectorypartnership.com
Tom Johnson
Managing Director
Tom is Trajectory’s Managing Director and a researcher, forecaster and analyst with 15 years’ experience in providing strategic insight and futures and trends analysis to a range of clients, including central government departments, FTSE250 businesses, household brands and leading charities. Tom became managing director of Trajectory in 2018 having joined the business in 2009. Tom has delivered some of our most complex and high profile projects, for clients including Dignity, Natural England, Fair4All Finance, Royal London, the General Medical Council, Vodafone, Macmillan Cancer Support, BEIS and Greene King. He's expert in qualitative research and quantitative research (including research with vulnerable consumers) and a suite of futures techniques, particularly horizon scanning, scenario planning, PESTLE analysis and Delphi. In 2011 Tom led Trajectory's first Time Use project, The Geography of Time in conjunction with Oxford University for a consortium of five clients, including Kellogg's, Nokia and Metro. He also led our 2016 European Time Use project - the first of it's kind to use a wholly online diary methodology - and reprised the work in 2020 during the pandemic. Trajectory's next wave of Time Use research will launch in 2024. In addition to leading bespoke client projects, Tom also oversees our proprietary research, which includes our international consumer values monitor, Trajectory Global Foresight and our monthly UK consumer sentiment barometer, The Optimism Index. Tom is editor-in-chief of Now & Next, our membership service that contains the Trajectory macro-trends and ongoing horizon scan. He's often called on to deliver keynotes at conferences in the UK and abroad, and also leads our series of free monthly trends briefings, where he hosts a webinar looking in depth at a key trend, topic or sector. He also writes our Slow Futures newsletter, which looks at the trends that are changing slowly, or not at all.  

Barry Clark

barry@trajectorypartnership.com
Barry Clark
Account Director
Barry has been immersed in consumer insight since Tony Blair was the Prime Minister.  Working firstly with Future Foundation (now Foresight Factory) and Trajectory, he has experience of delivering projects for organisations such as Allianz, HSBC, Lloyds Banking Group, Nissan, The Co-operative, Allied Irish Bank, Hiscox, MasterCard and Samsung.  He joined Trajectory in the spring of 2020 and has worked on a variety of projects including a segmentation exercise among financially vulnerable people and on a project for the government’s technology accelerator, Connected Places Catapult, that sought to understand the public’s receptiveness to electric vertical take off and landing aircraft (eVTOL).  He has also worked on projects for the Welsh Government, the National Trust and the Northern Powerhouse. Prior to foresight, Barry worked in a variety of sales and marketing roles for Whitbread plc.  His roles included new product development and brand management.  When Whitbread acquired Costa Coffee, he became their first marketing manager.  After the cappuccino years, he joined the publisher, HarperCollins, to  work on promoting the works of JRR Tolkien around the launch of the Lord of the Rings film trilogy.  The champagne-infused publishing years were hugely enjoyable but in the end the lure of foresight work was irresistible and Barry has been completely engaged in futures work ever since. Barry has the outrageous advantage of a Scottish education and has an honours degree in marketing and industrial relations.

Jo Dickinson

jo@trajectorypartnership.com
Jo Dickinson
Head of Finance
Jo is responsible for all accounting and finance issues. Having qualified as a Chartered Accountant in 1998 she has worked with us for many years through spells at the Future Foundation and Opinion Leader. Please contact Jo directly with any queries.

Patrick Brennan

patrick@trajectorypartnership.com
Patrick Brennan
Director of Insight
Patrick is Director of Insight at Trajectory and has over fifteen years of experience in providing evidence-based consultancy to senior managers who are making major strategic decisions about the future. Having previously set up and run Omnicom Media Group’s knowledge consultancy he’s led advanced data analysis and modelling projects to advise leading media agencies (PHD, OMD and Manning Gottlieb), media owners (JCD Decaux, Metro) and advertisers (Bank of Ireland, Experian) how to optimise investments in marketing to accelerate business growth. Patrick also has extensive experience in non-profit categories having been a Director at nfpSynergy, and led major quantitative and qualitative research programmes for the UK and Ireland’s top NGOs to enhance their communication, fundraising and service delivery. He is regularly asked to speak at conferences and strategic away days.

Carolyn MacLeish

carolyn@trajectorypartnership.com
Carolyn MacLeish
Project Consultant
Carolyn rejoined Trajectory in January 2022 and has a dual role specialising in qualitative research and managing the operational side of our business. Carolyn has worked in futures and research for twenty years, working previously with the Future Foundation (now the Foresight Factory), Opinion Leader and Trajectory since its inception. Since returning to Trajectory Carolyn has worked on a broad range of research projects utilising her expertise in qualitative research design, moderation and analysis. Projects have ranged from understanding the needs and landscape for financially vulnerable consumers, the issues impacting growth in the North of England, the future of funerals post the pandemic, sustainability in the hospitality industry, facilitating workshops for organisations developing their futures strategy and understanding the impact and effectiveness of corporate communications and tools for customers. Her clients include Fair4all Finance, Fair Finance, Newton Investment Management, Atkins, Fleet Street Communications, Dignity Funerals, Taylor Wimpey, Nuffield Foundation and Core Logic. Alongside her work for Trajectory Carolyn advises schools and organisations on HR and governance including our sister company, FieldMouse Research.

Tim Yates

tim@trajectorypartnership.com
Tim Yates
Head of Analysis

Harry Baker

harry@trajectorypartnership.com
Harry Baker
Senior Data Analyst
Harry has been at Trajectory for more than six years – first joining the company in 2018 after graduating from the University of Kent with a degree in Economics. Throughout his time at the company, he has led the analysis of our consumer sentiment tracker, The Optimism Index – producing and writing the monthly report and managing our ever-growing database of consumer trends and opinions. He's also led bespoke analysis for clients including – with recent clients including the Office for Rail and Road, Pacific Life Re, Fair4All Finance, National Trust and the Money and Pensions Service. His time at the company has also seen him conduct quantitative analysis for NatWest/Royal Bank of Scotland, Westfield Health and Volkswagen. Harry's an expert in quantitative analysis, regression and segmentation. He's adept at finding new angles and stories in existing data and a skilled user of SPSS (Statistical Package for Social Sciences).

Rhys Campman-Williams

rhys@trajectorypartnership.com
Rhys Campman-Williams
Senior Analyst
Rhys joined the company in 2020 and was promoted to the role of Senior Analyst in 2022. Since joining the business Rhys has worked closely with the senior team on a range of projects, developing excellent skills in evidence reviews, open source intelligence analysis, report production and in quantitative and qualitative research. He's also led horizon scanning, scenario planning and trends analysis work for futures projects. He’s recently led trends and data analysis for Newton Investment Management, Mail Metro Media, and the National Trust, and was a key part of the team for recent projects for the Money and Pensions Service and the FCDO. He has also previously led on research and outputs on a pan-European trends review for drinks distributor Brown-Forman. He manages our work on Newton Investment Management’s annual charity investment survey, a tracking study and associated report now in its 10th year – and has a core role in designing and producing our subscription content across a range of topics. Other research clients include Royal London, Volkswagen Financial Services, British Council, and Fair4All Finance.

Charlotte Cornish

charlotte@trajectorypartnership.com
Charlotte Cornish
Non Executive Director

Charlotte is a strategic research consultant with over 25 years of both business and qualitative and quantitative research experience. Her cross sector skills and experience gained in general business, market research and the charity sector give her a unique insight and understanding which is invaluable for planning and strategic thinking.

Chris Farmelo

chris@trajectorypartnership.com
Chris Farmelo
Non Executive Director
An economist by training, Chris's expertise extends to pricing, revenue modelling and market sizing. What sets Chris's work apart from more traditional econometric modelling is his interest in the impact of changing social and demographic structures and consumer behaviour. Chris was Managing Director at the Henley Centre, with a particular interest in the economics and modelling practices. Since then he has worked as a consultant helping companies with a variety of forecasting and strategic issues. He is also a director of Legacy Foresight, a futures company working in the charitable sector. Chris has a BA in economics from Newcastle University and an MSc in economics from the London School of Economics.

Michael Willmott

michael@trajectorypartnership.com
Michael Willmott
Chairman

A specialist in survey research and statistical analysis, Michael is regarded as one of the world's leading authorities on trends in consumer behaviour and demographic change. Clients such as the Chartered Institute for IT and the United Nations World Tourism Organisation have commissioned Michael to undertake breakthrough analysis of global data-sets, providing fresh perspectives on emerging social trends. He also regularly presents at conferences for Financial Services and Tourism organisations. Michael was the co-founder of The Future Foundation and author of the books "Citizen Brands" and "Complicated Lives" (with William Nelson).

Sarah Morris

sarah@trajectorypartnership.com
Sarah Morris
Associate
Sarah has worked in business development for over twenty years, holding senior positions at Future Foundation and Opinion Leader Research. In her latest incarnation at Trajectory she runs our popular monthly Trends Breakfasts and various other events.

Jane O’Brien

jane@trajectorypartnership.com
Jane O’Brien
Associate
Jane joined Trajectory with over 25 years experience spanning legal, social, behavioural, cultural and consumer research. Past clients include central government (DfE, DCMS, DECC, DWP, DTI, BIS, Home Office), the European Commission, Alcohol Concern, Legal Protection Group, BBC, Battersea Arts Centre, Sutton Trust. Her previous roles include Director of Policy at NatCen Social Research, Head of Research at Which?/Consumers' Association, Deputy Director of the National Academy for Parenting Research and Senior Policy Research at the Arts Council of England. Jane has been a member of the Government Social Research group, EC working parties for cultural industries and employment, ONS Census Users Groups and various research advisory groups. She has a degree in Economics and a PhD in Law.
Paul Flatters
Co-Founder and CEO
Bio
Email Paul
Tom Johnson
Managing Director
Bio
Email Tom
Barry Clark
Account Director
Bio
Email Barry
Jo Dickinson
Head of Finance
Bio
Email Jo
Patrick Brennan
Director of Insight
Bio
Email Patrick
Carolyn MacLeish
Project Consultant
Bio
Email Carolyn
Tim Yates
Head of Analysis
Bio
Email Tim
Harry Baker
Senior Data Analyst
Bio
Email Harry
Rhys Campman-Williams
Senior Analyst
Bio
Email Rhys
Mari Hamano
Analyst
Bio
Email Mari
Charlotte Cornish
Non Executive Director
Bio
Email Charlotte
Chris Farmelo
Non Executive Director
Bio
Email Chris
Michael Willmott
Chairman
Bio
Email Michael
Gertrude Sai
Associate
Bio
Email Gertrude
Sarah Morris
Associate
Bio
Email Sarah
Jane O’Brien
Associate
Bio
Email Jane

Paul Flatters

paul@trajectorypartnership.com
Paul Flatters
Co-Founder and CEO
Paul has over 30 years of experience advising clients on the strategic implications of social and economic change. His career has also included roles as Head of Research for BBC News and Director of Research for Which?. At Trajectory his clients include BBC, British Council, Department for Business & Trade, Genomics England, Heineken, O2, Royal London, Taylor Wimpey and Waitrose. Paul is a regular conference speaker and commentator. He has written for the FT and Harvard Business Review and presented BBC Radio 4's Four Thought. Paul was previously CEO of the Future Foundation and a Director of The Henley Centre for Forecasting.
Paul is:
Most likely to be found in: a match on the tennis court
Happiest to be: in the Mondrian
Favourite Trajection: The Changing Meaning of Age

Tom Johnson

tom@trajectorypartnership.com
Tom Johnson
Managing Director
Tom is Trajectory’s Managing Director and a researcher, forecaster and analyst with 15 years’ experience in providing strategic insight and futures and trends analysis to a range of clients, including central government departments, FTSE250 businesses, household brands and leading charities. Tom became managing director of Trajectory in 2018 having joined the business in 2009. Tom has delivered some of our most complex and high profile projects, for clients including Dignity, Natural England, Fair4All Finance, Royal London, the General Medical Council, Vodafone, Macmillan Cancer Support, BEIS and Greene King. He's expert in qualitative research and quantitative research (including research with vulnerable consumers) and a suite of futures techniques, particularly horizon scanning, scenario planning, PESTLE analysis and Delphi. In 2011 Tom led Trajectory's first Time Use project, The Geography of Time in conjunction with Oxford University for a consortium of five clients, including Kellogg's, Nokia and Metro. He also led our 2016 European Time Use project - the first of it's kind to use a wholly online diary methodology - and reprised the work in 2020 during the pandemic. Trajectory's next wave of Time Use research will launch in 2024. In addition to leading bespoke client projects, Tom also oversees our proprietary research, which includes our international consumer values monitor, Trajectory Global Foresight and our monthly UK consumer sentiment barometer, The Optimism Index. Tom is editor-in-chief of Now & Next, our membership service that contains the Trajectory macro-trends and ongoing horizon scan. He's often called on to deliver keynotes at conferences in the UK and abroad, and also leads our series of free monthly trends briefings, where he hosts a webinar looking in depth at a key trend, topic or sector. He also writes our Slow Futures newsletter, which looks at the trends that are changing slowly, or not at all.  
Tom is:
Most likely to be found in: a carriage, on a train, somewhere
Happiest to be: debating and discussing
Favourite Trajection: The Deregulation of Life – it helps us understand why our lives are so busy, and why they’ll stay that way

Barry Clark

barry@trajectorypartnership.com
Barry Clark
Account Director
Barry has been immersed in consumer insight since Tony Blair was the Prime Minister.  Working firstly with Future Foundation (now Foresight Factory) and Trajectory, he has experience of delivering projects for organisations such as Allianz, HSBC, Lloyds Banking Group, Nissan, The Co-operative, Allied Irish Bank, Hiscox, MasterCard and Samsung.  He joined Trajectory in the spring of 2020 and has worked on a variety of projects including a segmentation exercise among financially vulnerable people and on a project for the government’s technology accelerator, Connected Places Catapult, that sought to understand the public’s receptiveness to electric vertical take off and landing aircraft (eVTOL).  He has also worked on projects for the Welsh Government, the National Trust and the Northern Powerhouse. Prior to foresight, Barry worked in a variety of sales and marketing roles for Whitbread plc.  His roles included new product development and brand management.  When Whitbread acquired Costa Coffee, he became their first marketing manager.  After the cappuccino years, he joined the publisher, HarperCollins, to  work on promoting the works of JRR Tolkien around the launch of the Lord of the Rings film trilogy.  The champagne-infused publishing years were hugely enjoyable but in the end the lure of foresight work was irresistible and Barry has been completely engaged in futures work ever since. Barry has the outrageous advantage of a Scottish education and has an honours degree in marketing and industrial relations.
Barry is:
Most likely to be found in: 
Happiest to be: 
Favourite Trajection: 

Jo Dickinson

jo@trajectorypartnership.com
Jo Dickinson
Head of Finance
Jo is responsible for all accounting and finance issues. Having qualified as a Chartered Accountant in 1998 she has worked with us for many years through spells at the Future Foundation and Opinion Leader. Please contact Jo directly with any queries.
Jo is:
Most likely to be found in: trainers, running round London
Happiest to be: sat on a beach with family and friends
Favourite Trajection: Healthy Hedonism (balancing staying healthy whilst enjoying yourself to the fullest)

Patrick Brennan

patrick@trajectorypartnership.com
Patrick Brennan
Director of Insight
Patrick is Director of Insight at Trajectory and has over fifteen years of experience in providing evidence-based consultancy to senior managers who are making major strategic decisions about the future. Having previously set up and run Omnicom Media Group’s knowledge consultancy he’s led advanced data analysis and modelling projects to advise leading media agencies (PHD, OMD and Manning Gottlieb), media owners (JCD Decaux, Metro) and advertisers (Bank of Ireland, Experian) how to optimise investments in marketing to accelerate business growth. Patrick also has extensive experience in non-profit categories having been a Director at nfpSynergy, and led major quantitative and qualitative research programmes for the UK and Ireland’s top NGOs to enhance their communication, fundraising and service delivery. He is regularly asked to speak at conferences and strategic away days.
Patrick is:
Most likely to be found in: 
Happiest to be: 
Favourite Trajection: 

Carolyn MacLeish

carolyn@trajectorypartnership.com
Carolyn MacLeish
Project Consultant
Carolyn rejoined Trajectory in January 2022 and has a dual role specialising in qualitative research and managing the operational side of our business. Carolyn has worked in futures and research for twenty years, working previously with the Future Foundation (now the Foresight Factory), Opinion Leader and Trajectory since its inception. Since returning to Trajectory Carolyn has worked on a broad range of research projects utilising her expertise in qualitative research design, moderation and analysis. Projects have ranged from understanding the needs and landscape for financially vulnerable consumers, the issues impacting growth in the North of England, the future of funerals post the pandemic, sustainability in the hospitality industry, facilitating workshops for organisations developing their futures strategy and understanding the impact and effectiveness of corporate communications and tools for customers. Her clients include Fair4all Finance, Fair Finance, Newton Investment Management, Atkins, Fleet Street Communications, Dignity Funerals, Taylor Wimpey, Nuffield Foundation and Core Logic. Alongside her work for Trajectory Carolyn advises schools and organisations on HR and governance including our sister company, FieldMouse Research.
Carolyn is:
Most likely to be found in: making a to do list
Happiest to be: in the sun with a G&T and a good book
Favourite Trajection: Polls and Polarisation (helping us understand the mad state of politics today)

Tim Yates

tim@trajectorypartnership.com
Tim Yates
Head of Analysis
Tim is:
Most likely to be found in: 
Happiest to be: 
Favourite Trajection: 

Harry Baker

harry@trajectorypartnership.com
Harry Baker
Senior Data Analyst
Harry has been at Trajectory for more than six years – first joining the company in 2018 after graduating from the University of Kent with a degree in Economics. Throughout his time at the company, he has led the analysis of our consumer sentiment tracker, The Optimism Index – producing and writing the monthly report and managing our ever-growing database of consumer trends and opinions. He's also led bespoke analysis for clients including – with recent clients including the Office for Rail and Road, Pacific Life Re, Fair4All Finance, National Trust and the Money and Pensions Service. His time at the company has also seen him conduct quantitative analysis for NatWest/Royal Bank of Scotland, Westfield Health and Volkswagen. Harry's an expert in quantitative analysis, regression and segmentation. He's adept at finding new angles and stories in existing data and a skilled user of SPSS (Statistical Package for Social Sciences).
Harry is:
Most likely to be found in: 
Happiest to be: 
Favourite Trajection: 

Rhys Campman-Williams

rhys@trajectorypartnership.com
Rhys Campman-Williams
Senior Analyst
Rhys joined the company in 2020 and was promoted to the role of Senior Analyst in 2022. Since joining the business Rhys has worked closely with the senior team on a range of projects, developing excellent skills in evidence reviews, open source intelligence analysis, report production and in quantitative and qualitative research. He's also led horizon scanning, scenario planning and trends analysis work for futures projects. He’s recently led trends and data analysis for Newton Investment Management, Mail Metro Media, and the National Trust, and was a key part of the team for recent projects for the Money and Pensions Service and the FCDO. He has also previously led on research and outputs on a pan-European trends review for drinks distributor Brown-Forman. He manages our work on Newton Investment Management’s annual charity investment survey, a tracking study and associated report now in its 10th year – and has a core role in designing and producing our subscription content across a range of topics. Other research clients include Royal London, Volkswagen Financial Services, British Council, and Fair4All Finance.
Rhys is:
Most likely to be found in: 
Happiest to be: 
Favourite Trajection: 

Charlotte Cornish

charlotte@trajectorypartnership.com
Charlotte Cornish
Non Executive Director

Charlotte is a strategic research consultant with over 25 years of both business and qualitative and quantitative research experience. Her cross sector skills and experience gained in general business, market research and the charity sector give her a unique insight and understanding which is invaluable for planning and strategic thinking.

Charlotte is:
Most likely to be found in: deep concentration browsing Facebook
Happiest to be: in group chats on WhatsApp
Favourite Trajection: that technology brings families closer ☺

Chris Farmelo

chris@trajectorypartnership.com
Chris Farmelo
Non Executive Director
An economist by training, Chris's expertise extends to pricing, revenue modelling and market sizing. What sets Chris's work apart from more traditional econometric modelling is his interest in the impact of changing social and demographic structures and consumer behaviour. Chris was Managing Director at the Henley Centre, with a particular interest in the economics and modelling practices. Since then he has worked as a consultant helping companies with a variety of forecasting and strategic issues. He is also a director of Legacy Foresight, a futures company working in the charitable sector. Chris has a BA in economics from Newcastle University and an MSc in economics from the London School of Economics.
Chris is:
Most likely to be found in: the gym (well, maybe not)
Happiest to be: Skiing in the mountains
Favourite Trajection: The End of Stuff - we all have too many things

Michael Willmott

michael@trajectorypartnership.com
Michael Willmott
Chairman

A specialist in survey research and statistical analysis, Michael is regarded as one of the world's leading authorities on trends in consumer behaviour and demographic change. Clients such as the Chartered Institute for IT and the United Nations World Tourism Organisation have commissioned Michael to undertake breakthrough analysis of global data-sets, providing fresh perspectives on emerging social trends. He also regularly presents at conferences for Financial Services and Tourism organisations. Michael was the co-founder of The Future Foundation and author of the books "Citizen Brands" and "Complicated Lives" (with William Nelson).

Michael is:
Most likely to be found in: front of his computer conducting statistical analysis
Happiest to be: travelling the world ‘researching’ wine and trying to improve his viticultural and oenological knowledge
Favourite Trajection: The role of technology in our sense of happiness (because it’s an optimistic view of the future - and was based on his analysis of the World Values Survey!)

Sarah Morris

sarah@trajectorypartnership.com
Sarah Morris
Associate
Sarah has worked in business development for over twenty years, holding senior positions at Future Foundation and Opinion Leader Research. In her latest incarnation at Trajectory she runs our popular monthly Trends Breakfasts and various other events.
Sarah is:
Most likely to be found in: the woods, walking my Springer Spaniel
Happiest to be: writing a future bestselling novel
Favourite Trajection: Automation and the Rise of the Machines

Jane O’Brien

jane@trajectorypartnership.com
Jane O’Brien
Associate
Jane joined Trajectory with over 25 years experience spanning legal, social, behavioural, cultural and consumer research. Past clients include central government (DfE, DCMS, DECC, DWP, DTI, BIS, Home Office), the European Commission, Alcohol Concern, Legal Protection Group, BBC, Battersea Arts Centre, Sutton Trust. Her previous roles include Director of Policy at NatCen Social Research, Head of Research at Which?/Consumers' Association, Deputy Director of the National Academy for Parenting Research and Senior Policy Research at the Arts Council of England. Jane has been a member of the Government Social Research group, EC working parties for cultural industries and employment, ONS Census Users Groups and various research advisory groups. She has a degree in Economics and a PhD in Law.
Jane is:
Most likely to be found in: the depths of my allotment battling bindweed and slugs
Happiest to be: doing anything fun with my boy
Favourite Trajection: The Changing Meaning of Age – it's all fun, friends and family, whoever said things would slow down?
Reports

Reports

Most of our reports and outputs are confidential. However, some are published by our clients. Here we showcase some of our published reports - which are free to download.

CLICK TO SEE EXAMPLES OF OUR REPORTS
Trends Briefings

Trends Briefings

Our Trends Briefings are an essential review of the topics that matter. Each month, our network join these webinars and receive a detailed presentation on a current topic of interest. The Briefings are free to attend, and our subscribers get access to the slides and recording afterwards.

Register for more information here

Contact Us

Address

1-2 Paris Garden, London, SE1 8ND

Telephone
07906 303058 (Tom Johnson, MD)
07890 994164 (Paul Flatters, CEO)
 
Email

info@trajectorypartnership.com

Twitter

@TrajectoryTweet

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