Catherine Rozario

Cultural Strategist (Signs, APAC)

Growing up mixed and in Malaysia, immersing herself in different cultures was an inherent part of Catherine’s upbringing. After a brief stint in law school, she learned two things; 1. Never to drink from an opaque glass (thank you, Donoghue v Stevenson) and 2. She was more interested in observing and understanding her classmates’ behaviour than being a participant. Through research, Catherine was able to combine her love for cultural intersectionality, people observing and making a difference. She strongly believes we are in a powerful position to advocate for consumers (a responsibility she does not take lightly!) and strives to help brands view their audience through a more emphatic lens – people first, consumers second. Her past experience in Singapore has exposed her to various cultures across APAC markets and what it means for brands. During her free time, Catherine can be seen cafe-hopping across Asia with a book in hand.

Narrated Galleries

We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words
Crowd Communities

We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform
Pinterest

We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.
Citizen Journalism

Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.
Network Audits

If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.