The Association for Qualitative Research
The Hub of Qualitative Excellence
Karen Schofield, Blue Yonder Research Ltd, UK (Qual Research)

Karen Schofield

Head of Qual & Head of People Growth Strategy
Blue Yonder Research Ltd
United Kingdom

Karen is an award-winning speaker, co-author of an Amazon bestselling book, and experienced consultant. She's spent over 20 years working in consumer insight, leading teams, running businesses, and developing innovative approaches to understand the psychology of why we behave the way we do, and how to influence it. She is a regular speaker at conferences, and delivers talks and training on a range of topics from resilience and wellbeing to consumer psychology, creativity and storytelling.

AQR Membership

Karen is a Member of the AQR.

Notable achievements and contributions

  • 2002 Graduated University of Salford degree in English Lit & Language
  • 2002 Began research career at B&MR
  • 2007 Moved to Virtual Surveys which later rebranded as Join the Dots
  • 2008 CIM Professional Diploma in Marketing University of Salford
  • 2009 -2015 Regular trainer for the MRS on consumer psychology
  • 2015 MRS Best Contribution to Conference winner
  • 2016 -2019 MD of Join the Dots Singapore
  • 2016 -2019 Regular speaker and trainer at events across APAC
  • 2019 Joined Keynote Women Speakers
  • 2020 Head of Insight & Planning, Kellogg's UK & Ireland (mat cover)
  • 2020 Joined Blue Yonder Research as Head of Qual and Head of People
  • 2023 Presented at the MRS Storytelling and MRS Qualitative conference
  • 2023 Co-author Amazon best-seller on gender equity