who we are

meet the team

chris thomas

managing director

Our fearless leader, Chris has close to 2 decades of market research experience. As well as being a Qualified Practicing Market Researcher, he’s also produced fantastic results for many of the world’s leading FMCG brands with his fresh thinking and commitment to excellence. Full of drive, good humour and energy, Chris is passionate about continuous improvement and always finds a way to evolve traditional research practices to deliver a better experience: for participants and clients.


becky silverside

director of research

Becky joined the world of research 13 years ago in the UK, before moving to Sydney 10 years ago. She has experience from various local and global agencies across a wide range of brands and markets, from FMCG to services and media. Becky enjoys managing projects from end-to-end to ensure the clients’ needs are at the heart of the entire project. She has a particular passion for segmentations, usage and attitude, brand positioning, concept and offer testing, and market opportunity studies.


andrew turner

associate director

Andrew has been in the market research world for 14 years. He brings to PLAY his extensive experience across a wide range of methodologies - both quant and qual. Andrew specialises in FMCG research including sensory, brand, packaging, U&A, and segmentation. During the years, he's applied this expertise across food, beverage, liquor and household goods. He's also more than dabbled in Grocery, Services, Building & Construction and OTC Pharmaceuticals. Andrew's research philosophy is “I'll tell you what you need to know, not what I think you want to hear”. He enjoys having a story to tell with the data.

natalie baker

senior account director

Natalie brings to PLAY an extensive background of consumer insight experience, primarily from working in client-side roles at large FMCG and retail companies in Australia. From U&As, ad and concept testing, occasion mapping and brand tracking to customer experience platforms, she is well versed in conducting and utilising research to transformative effect. Her vision for research is simple: "Insights should clear, concise and readily understood by all client-side audiences." She believes insights can be pivotal in encouraging cross-team collaboration and help inspire action by making the customer at the heart of all decision-making.

sarah kneebone

marketing manager

An enthusiastic and skilled marketer, Sarah moved to Australia from the UK 3 years ago and brings a raft of experience from working with international brands such as QBE Insurance and General Motors. Sarah has an ability to hone in on a client’s requirements, uncover compelling insights, and turn these into engaging, educational messages and experiences for clients. Permanently good-natured, and full of positive energy, Sarah is committed to sharing the PLAY love and in her role, she combines her passions for creativity, strategy, and communication.

glenn radford

research consultant

Glenn is experienced in driving tactical and strategic quantitative and qualitative research insights, both client and agency-side, and has worked across a variety of international retail and FMCG brands. He enjoys making sense of consumer choices and experiences, identifying NPD break-throughs, facilitating brand growth and building transactional loyalty by augmenting insights on attitudes, behaviours and consumer mind-sets.


katherine savage

research consultant

Katherine has been in the research game for 9 years. Her experience spans across consumer, retail, tech, media, social, employer, financial and auto, working for brands such as Mars, HTC and Twitter. Katherine specialises in innovation research, in particular U&As and market landscapes, segmentations, concept testing, pricing studies and conjoints, as well as path to purchase studies. She loves working collaboratively with clients and embedding results to drive change.

kristina thomas

community manager

Kristina keeps our Shopper Social community happy and engaged. She is a dedicated content creator; sharing fun and creative ideas for parents and DIY enthusiasts for up-cycling and creating innovative homes and gardens. Having previously developed and implemented Pfizer Pharmaceutical's Community Engagement program across Australia, Kristina has a deep understanding of what it takes to build community engagement and strong member relationships.

ira rustandi

research consultant

With an innate talent for numbers, Ira joined the research world just over a decade ago as a quantitative researcher, and throughout her career, has specialised predominantly in FMCG brands. Over the years, she has worked on projects across various industries and has extensive experience with a wide range of techniques. Ira is passionate about discovering patterns in the numbers and translating these into clear, simple stories for clients.

mark atty

operations consultant

Mark loves a challenge and is committed to delivering an exemplary sensory field experience, every time. He has conducted hundreds of projects from complex IHUTs to multi-country CLTs for a range of FMCG products. 

carla alipit

research manager

Carla started her career in consumer insight 7 years ago working with multinational research agencies. She built her expertise in customer satisfaction, mystery shopping and U&As in industries such as FMCG, automotive and retail. Carla loves talking to people and learning the ins and outs of the consumer journey. Sharing her discoveries with clients gives her a sense of purpose and joy.

rox cadiz

research manager

Rox is a passionate researcher who, for the past 5 years, has collaborated with many large FMCG brands on quantitative projects. Her background is in concept and product testing, brand health tracking, and mystery shopping. Curious by nature, Rox enjoys being involved in every part of a project and working with clients towards fresh insights.

achiles mercader

senior web developer

Behind every reliable market research agency is someone like Achiles: our committed web developer and engineer. Achiles leads the development team and is responsible for the smooth running and continual improvement of the Shopper Social platform. He ensures that PLAY's clients get the best results from our proprietary technology and that every community member has a seamless experience.

raymond villegas

survey programmer

Raymond is a self-confessed techie. He holds a Bachelor's Degree in Computer Engineering and is an experienced Software Engineer with 3 years of experience in Survey Programming, specifically in the services industry. He has a passion for eSports, music and of course, setting up awesome surveys!

PLAY is a boutique, results-oriented, creative consumer market research agency with a culture of continued improvement, and an unfaltering ‘can do’ attitude.


Our vibrant, passionate team possess diverse experience from both agency and client side, and we have experience (both internationally and locally) in a range of quantitative and qualitative approaches, that drive meaningful insights.


We are agile and innovative in our approach to research; proud to have long-term relationships with our clients, and lucky enough to be located on Sydney’s beautiful northern beaches and in the city of Melbourne, Australia.

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“PLAY’s ability to simplify what is sometimes a complex innovation research process worked perfectly. They approached the challenge efficiently, and quickly identified how the new packaging would deliver against our brand’s KPIs, and where there were opportunities to optimise the new designs further.”

Michael Sergeant, Group Marketing Manager
Campari Asia Pacific

“PLAY’s no-nonsense approach and ability to quickly get to the heart of the problem makes them the perfect partner for us. They tackle the business issue with methodologies that are spot on for our timeframes and budgets. Recommendations are relevant, actionable and delivered in a way that makes them extremely easy to digest.”

Ned Tesic, Head of Marketing
Sydney Markets

“PLAY have shown a strong understanding of research approaches, consumer brands and the FMCG categories we operate in. They have successfully turned around fast research projects as required but they have also challenged us and worked in partnership on a number of more strategic challenges.”

Mark Whitby, Regional Consumer Market Insight Manager

"Play is my go-to market research agency because of their can-do attitude, their willingness to try something new, their continual strive for the best technology and products as well as their sharp, concise, insightful reporting. They are fun to work and play with."

Alison Turner, Quantitative Research Manager

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