The Association for Qualitative Research
The Hub of Qualitative Thinking
AQR: Sally Mathie, Director, Curious Alice, UK

Sally Mathie

Curious Alice
United Kingdom

Sally founded Curious Alice in 2011 to indulge her passion for the brands she loves. An international qualitative researcher and brand specialist with over 20 years' experience, she throws herself into every adventure, open to the wildest impossibilities to bring a fresh perspective to her clients Passions: story hunting & telling, embracing one's competitive spirit, new perspectives, being a Mum, running, watching England play rugby, squashy-faced dogs, the bagpipes, sunsets and rolling hills

AQR Membership

Sally has been a Member of the AQR since October 2014.

Notable achievements and contributions

  • 1993 Began research career
  • 1994 MRS diploma
  • 1996 Specialised in Leisure, Travel & Tourism at MORI
  • 2001 Director at Research International Qualitatif, FMCG specialist
  • 2004 Board Director at Sundance, brand specialist
  • 2011 Created and launched Curious Alice brand strategy and research