The Ipsos New Zealand Team

At Ipsos we are proud to have some of New Zealand’s best, award-winning, researchers.


Winifred Henderson, Senior Client Director

Winifred is one of the best-known figures in the New Zealand market research industry. Prior to joining Ipsos she was the owner-manager of the country’s leading qualitative recruitment agency Prime Research for 10 years, and is currently the Chair and a Fellow of the Research Association of NZ, a Board Member of the Global Research Business Network, and Vice President of the Asia Pacific Research Committee.

At Ipsos, she is in charge of ensuring all our clients experience the best of Ipsos and our people. Often the first person our new clients meet, she is the crucial link between our clients’ problems and the solutions our senior team can develop for them.

Her famous energy, curiosity and optimism means that no research brief is too challenging in the search for the best designs, solutions and relationships with our clients.

In Winifred’s words, “Clients are the same as us in that they are people first and foremost – so if you respect them, listen with an open mind and genuinely demonstrate understanding and interest in them and their challenges, then long-term relationships can be forged and useful solutions can always be found.”

Michelle Craik, Senior Director of Operations – Australia & New Zealand

craik_michelleHeading up the operations division for Ipsos Australia and NZ, Michelle came to Ipsos (then Research Solutions) from TNS NZ, where she was an Analytical Director managing the Analytical and Coding division.

Michelle is responsible for the strategic and operational management of the data collection and processing activities, including the efficiency and effectiveness of the services provided, skill development and quality of work. Michelle drives the development and direction of the ANZ team and its systems infrastructure to ensure client expectations are met.

With over 20 years in market research, Michelle has a passion for online research, and she played a major role in developing the online research arm of TNS NZ before joining Ipsos. She has a great understanding of how to use correct, well-managed panels and how to avoid the pitfalls in using the wrong ones. She also has a broad understanding of the technical aspects of surveying across many other methodologies, including CATI, face-to-face and self-completion, and has a particular interest in big data and advanced analytics.

Senior Researchers

Louisa Wood, Head of Marketing – Qualitative

wood_louisaAs Head of Qualitative, Louisa is plain inquisitive. The outlet for her innate interest has been 15 years of challenging, exciting and amusing a diversity of clients in their search for clear, informed and commercially useful answers to their question “how come…?”

She is a highly experienced qualitative practitioner, having conducted thousands of depth interviews (face-to-face, telephone, online), focus groups (face-to-face, online), workshops, accompanied shops and observations amongst both the general consumer population and niche business audiences in New Zealand, Australia, Europe and America.

Since moving to New Zealand in 2003, Louisa has designed and facilitated research in brand development, positioning and assessment, product evaluation, communications development and testing, market segmentation and new product development for a wide range of professional services, FMCG, manufacturing and retail clients.

Jonathan Dodd, Research Director

dodd_jonathanA 20-year research veteran, Jonathan’s strengths lie in examining the interaction and trends between business, social, and consumer issues, in particular in understanding the relationships between individuals and their wider social contexts. He enjoys the variety of conducting both quantitative and qualitative research. He has strong experience in agribusiness, online and pharmaceuticals research.

He is a prolific writer and commentator on social, business and marketing issues, with regular columns in various business publications, guest lecturing and TV appearances.

He has often been a judge with the MPA Magazine Awards and the Effies, and won five Market Research Effectiveness Awards.

He has presented two award-winning papers at NZ Market Research conferences and had another published by ESOMAR.

In April 2009, Jonathan was made a Fellow of the Research Association for his contributions to the industry.

Nicola Legge, Research Director

legge_nicolaWith a marketing background, Nicola has worked with advertising agencies and PR consultants on brand communications and promotions, both above and below the line, and for internal and external audiences.

Nicola has worked on projects for several large organisations, but equally enjoys contributing to smaller research projects. More recently Nicola has been working across Public Affairs, assisting clients to identify issues and actions that build corporate reputation and deliver corporate brand equity.

She enjoys providing useful insights for other marketers with whom she has an understandable affinity, and providing them with a quality research experience.

Experienced in both quantitative and qualitative research, Nicola has vast experience with projects for both public and private sector clients. An experienced focus group moderator, Nicola is equally as at home with observational research, in-depth interviews and accompanied shopping expeditions as she is with quantitative analysis and reporting.

Bart Langton, Research Director

langton_bartBart has worked extensively on both quantitative and qualitative research projects both in NZ and Dubai, handling multi-study projects across Australasia and Middle East / North Africa.

He has managed a number of brand, communications and customer satisfaction trackers in New Zealand, along with multiple ad hoc quant and qual projects. In Dubai he was assigned as Key Account Manager of Unilever qualitative account, assumed temporary role as Head of Qualitative department and then as co-head of a dedicated FMCG team.

His NZ portfolio of clients currently includes EECA, TrustPower, The Warehouse Group and BNZ.

Bart has been a co-winner for a number of awards for market research effectiveness. Platinum Awards for Social & Community Research and Innovation with ARC & Infrastructure Auckland in 2004. Platinum Award and Supreme Awards for Consumer Services with Commonwealth Bank of Australia in 2008.

Bart has an Ipsos NZ focus for Advertising Research and Censydiam, keeping up to date on latest developments with our global colleagues.

Sheryl Graham, Research Director

Naturally curious, Sheryl enjoys ‘getting to know’ consumers in order to answer her clients’ research questions.

She is an experienced researcher in both designing and executing quantitative and qualitative projects for a wide range of clients. These range from answering ‘simpler’ business needs through to complex research projects that inform both longer-term strategy and more immediate tactical business needs for clients.

She has considerable experience in large-scale and complex fieldwork projects requiring attention to detail and strong management skills, covering face-to-face, telephone and online methodologies. She also has a keen interest in qualitative research, including focus group moderation and in-depth interviews, turning these into actionable insights for her clients.

Sheryl has worked across a range of industries including healthcare, insurance, financial services, agriculture, utilities, construction and government.

Other Senior Staff

Sue Bowerbank, Field Director

bowerbank_sueSue has worked for Ipsos New Zealand for over 15 years, rising to the current position as Field Director, with responsibilities to deliver all Field-based projects for the company. Sue’s journey in market research with Ipsos began in 2000 (then Research Solutions).

Sue was centrally involved in the migration of the Ipsos office-based (call centre) operations to a home-based remote worker environment which has innovatively changed the way field operations are managed within the company.

Sue manages a field team comprising eight supervisors and up to eighty interviewers calling both nationally in New Zealand and overseas, most notably in Australia. She also conducts all New Zealand components of the internal Ipsos global proposals and quotations. Sue has an in-depth knowledge of many market research tools and databases; these are used to ensure that data collection is effective and accurate.