Tracing paths
to powerful insights
Focused on shopper and consumer insight, inspired by behavioural science… limited by nothing.
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We recently worked with Tracer to understand current shopping behaviours in the wellness supplements category, and to identify the key trends in this space for the purposes of building our brand and go to market strategy.  We were very impressed with how Iona was able to identify the best ways of achieving our insight needs within a tight budget.  Her commitment to ensure the insights were used to best effect was also second to none.. attending meetings with our design agency, engaging in internal debates are. what possible futures the insights pointed towards, and sharing her knowledge of shopper psychology to help shape our plans.  

We look forward to working with Iona, and Tracer again once we move to the next phase of our business launch.
Marketing Director
Wellness supplement start-up
I’ve known and worked with Iona (as a supplier of services and as a project partner) for over 5 years. From the early stages I was drawn to the extra-ordinary knowledge, energy and passion she purveys around her subject matter.

Over time I have come to admire Iona for the gravitas she retains within her industry and the respect she gains from peers and clients. With boundless energy and a hugely inquisitive nature she buries herself into the detail in order to unearth the real meanings and subsequent actions that are required to get to ‘better’.

As a result, Iona challenges me to be the best I can be. What more could you ask for?
Managing Director
Shopper & Retail Consultancy
We commissioned Tracer to understand shopper purchase intent for a new range of products that we were looking to Launch in the UK. Having been recommended from a colleague, from the very first chemistry meeting I was struck with the level of engagement and professionalism from Iona and the team. From the design of the research to the final brief, I felt as though Tracer were part of the team and were on the journey with us.  Iona wasn’t afraid to challenge our thinking and her commitment to un-earthing insight and key recommendations helped us shape and design our thinking and future proposition.  I wouldn’t hesitate to recommend Iona and the team at Tracer Insight.
Snr Brand Manager
FMCG Grocery
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