The Association for Qualitative Research
The Hub of Qualitative Thinking
AQR: Emma Underwood, Breathe Ltd, UK

Emma Underwood

Managing Director
Breathe Ltd
United Kingdom

Emma is focused on creating impact and has a passion for understanding people; what they do and why they do it, in order to figure out what they will do next. In her 20+ years in the insight game, she's been a quallie, quantie and brand planner; uncovering insights that stand up to commercial reality through real time techniques anchored in behavioural economics, and bringing those insights to life to live through an organisation.

More information about Breathe Ltd

AQR Membership

Emma has been a Member of the AQR since December 2008.

Notable achievements and contributions

  • 2016 Attended AQR's Eyes Wide Open event