We are Tracers
Curious, committed and connected!
Curiosity may have killed  the cat, but it’s what makes us tick.

Curious about:
  • your business and your challenges
  • people and  what makes them feel, believe and act
  • new ways to uncover insight (but we’ll only adopt them if they are truly better than the tried and tested)
  • We are 360° thinkers… no stone is left unturned, and we don’t do things in half measures
  • We recognise that not all projects require the same level of support, but are committed to being with you every step of the journey when you need us… from brief creation to embedding the insights with internal and external stakeholders.
Our ethos is all about collaboration - so if we can’t do it ourselves, we reach out to our growing network of those who can. So with Tracer, the world is your oyster… unlimited by corporate boundaries. We create teams of senior experts with the right skills to answer your brief, and working together with the common goal of delivering insights that make a difference to your business.
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Iona Carter, Founding Director

Tracer was incorporated in January 2019, when I finally took the plunge and left full time employment after nearly 30 years working as a research professional for agencies large, and small (yet perfectly formed).

I’ve spent most of my career focusing on retail and shopper insights, latterly as a Director at Shoppercentric and before that as Global Lead, Channel Management at Research International.

Over the years, I’ve developed strong skills in intertwining qualitative and quantitative approaches (old and new) to create strong project designs. I’m respected by colleagues and clients alike for my tenacity, rigour and an unfailing willingness to challenge norms in order to get the best results. I’m a real 360° thinker… always looking for the business changing insight that makes every project worth the effort.

In my spare time, I read (usually about psychology), I do jigsaws and I can often be found struggling with a barbell in a BodyPump class down at the local gym. Working alongside me are a growing band of partners and collaborators, some of whom I’ve known for eons, others are new friends – all of whom are experts in their fields, and often leave me in awe of their capabilities.