Tom Jackson
Let me help you embrace user-centred design and make evidence‑based decisions regarding investment in digital.
I am happy to discuss your specific requirements and extend my practice to meet any research needs but these are my three specialist areas of user research:
Considering a redevelopment of your digital estate? I can help you clarify your strategic priorities and ensure your investment in digital delivers meaningful results.
Digital transformation is a major commitment. It involves significant investment, competing stakeholder priorities, and challenging decision‑making about platforms, content, governance, and user experience. The user research I conduct helps make this complexity manageable, reducing uncertainty, and creating shared alignment across teams. It reveals what users actually need, where current services are falling short, and what should be prioritised to deliver the greatest return on investment.
I have planned and delivered discovery research for large-scale digital transformation projects, helping organisations test assumptions, define requirements, identify opportunities, and make evidence-based decisions about their investment in digital. My work supports organisations in understanding what needs to change, why it matters, and how to move forward with confidence.
Hoping to improve key performance metrics? I can help you understand your users and translate that insight into actionable recommendations for performance optimisation.
Meeting your objectives might not require a major redevelopment. Enhancing a key user journey, presenting content differently to increase engagement, or eliminating points of friction can all achieve fantastic results. The user research I conduct identifies where your users are dropping out, what is standing in their way, and how to achieve the conversions you are looking for.
I have experience combining qualitative research with digital analytics tools to identify pain points, understand user behaviour, and recommend practical improvements to digital products and services. My recommendations are always grounded in evidence and tested thoroughly, eliminating risk.
Not sure how digital should be supporting your aims? I can help you develop a strategy that defines the place of digital within your organisation.
Everyone understands the importance of digital, but many organisations are less clear about what role it should play in achieving their specific objectives. The user and stakeholder research I conduct provides the evidence required to shape a confident, focused, and tailored digital strategy. It helps clarify users needs, identify challenges within your organisation, and define where digital can make the greatest contributions.
I have undertaken user and stakeholder research to help organisations develop product roadmaps, define priorities, assess return on investment, and make better strategic decisions about digital products and services. My approach connects user needs to organisational goals, so strategy is grounded in evidence, realistic in scope, and useful in practice.
The following services all include data analysis, insight synthesis, thematic reporting, actionable recommendations, prioritisation, report writing, and verbal presentation.
Script writing, recruitment criteria, participant selection, semi‑structured interview delivery, analysis of recordings
Task design, responsive facilitation, think‑out‑loud methods, session recording, issue identification, behavioural analysis
Workshop planning, activity design, inclusive methods, skilled facilitation (in-person, hybrid, or online), instant sharing of findings
Survey design, questionnaire development, sampling strategy, audience segmentation, question logic, response‑rate optimisation
Fieldwork design, ethical practice, behavioural observation, environmental analysis, cultural interpretation, lived‑experience insight
Journey auditing, mapping workshops, pain‑point identification, needs analysis, opportunity mapping, journey optimisation
Research‑based personas, user motivations, user behaviours, pain points, needs summaries, persona documentation
Comprehension testing, content clarity assessment, language recommendations, enhanced messaging
Interview planning, interview script writing, one‑to‑one stakeholder interviews, needs analysis, organisational-needs exploration, strategic synthesis
Benchmarking, feature comparison, content comparison, risk analysis, experience comparison, opportunity identification
Analytics audits, KPI review, funnel analysis, behavioural analysis, drop-off analysis, conversion analysis, content performance review
Audience profiling, behavioural segmentation, needs-based segmentation, motivation mapping, priority audience definition
User requirements, organisational requirements, stakeholder requirements, service needs, digital solutions, prioritisation
Success metric, performance frameworks, outcome definition, measurement planning, digital performance criteria
Stakeholder alignment, collaborative scoping, objective setting, requirements mapping, challenge identification
Website and service review, content review, user experience evaluation, strategic opportunities assessment, integration recommendations
Inclusive research methods, accessible research design, participation barrier reduction, equitable recruitment practice, inclusive facilitation
Research standards development, methodological guidance, quality frameworks, ethical research principles, consistency of delivery
Interview templates, workshop templates, consent materials, discussion guides, research repositories, repeatable frameworks
Stakeholder engagement, communicating the value of research, embedding user-centred thinking, research buy-in, research culture development
Research coaching, workshop training, interview training, feedback and capability development, junior researcher mentoring