Joanna Tocock

Account Director


What do you love about qual research?

Most qualitative researchers will tell you they have always been nosy, this is certainly true for me. Ever since I can remember I have wanted to know everything there is to know about everyone! I love that qual research makes being nosy not only acceptable but desirable!

Qual has given me the opportunity to meet people and go to places I would never have the chance to in my everyday life. The chance to be surprised, to constantly learn and to find a different perspective on things. The diversity of projects means that one week I’m sitting in someone’s home watching their children watch TV, the next I’m talking to pensioners about their funeral arrangements and the next I’m flying to China to understand the role of mobile phones in a changing society. There is never a dull moment and it definitely beats sitting behind a desk!

What’s your favourite place in the world?

I have backpacked around the globe, been lucky enough to travel with work and I now live half way across the world so there are lots of places to choose from! Despite this, my favourite place in the world has to be sitting around my parents table with all my family eating a lovely roast dinner! Snorkelling around some of the beautiful reefs in Australia comes a pretty close second…

If you were stuck on a desert island, what one thing would you want with you?

An unlimited supply of Diet Coke! I am obsessed with it and can’t get through the day without consuming at least 2 cans… People tell me it’s bad for me but I am completely and utterly addicted and I would need it to survive!