Fresh Focus is a research collective of senior research consultants, marketers and strategists.

We’re lean and agile and can scale the business based on demand. We play to our strengths and work with the best – our collective are all experts in their field e.g. customer journey mapping, Mandarin speaking qualitative researcher, strategic planners. The team we put together is influenced purely by the problem we’re trying to solve for our clients.

Our core team

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Nichola Quail
Founder and Research Director

A seasoned qualitative researcher with over 15 years experience across a plethora or categories and brands...from blue-chip to fast-growing start ups. 

Her core skills lie in using empathy, observation and active listening to elicit stories from consumers and reveal core truths.


Sarah Kenny
Strategic Director

Sarah is a dynamic strategist with more than 20 years in marketing and brand. Her last corporate role was, GM Brand and Comms at NZME.

Working with media, digital and creative agencies Sarah understands and has empathy with brand challenges and delivering the best outcome for clients.


Ryf Quail
Managing Director

Ryf's career spans more than 20 years across publishing, media, marketing, data, tech and digital. He holds an MBA from the University of Otago Business School and is passionate about change and the continual learning required to keep ahead of the curve.

Our collective partners


Gerardene Waldron
Fresh Focus

Gerardene has over 20 years of research experience across Europe, Australia and New Zealand. She makes a positive difference for clients through focused and insightful research. She brings expertise in public sector services and commercial businesses, with Nissan-Europe, Westpac and L’Oréal to ACC, Counties Manukau DHB and NZTA.


Wing Morgan
Cultural Lens

Wing has first hand experience of navigating through the cultural differences and nuances of migrants and provides invaluable access into the hard-to-reach Asian markets. She is a native speaker of Mandarin and Cantonese Chinese and a fluent English speaker. 

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Mark Vincett
Insight Engine

With 20 years of international consumer & shopper insight experience, Mark has a proven track record in working with clients to leverage insights to develop future focused strategies & drive growth.


Jacqueline Farman
The Purpose Business

An entrepreneurial thinker with a track record of growing successful brands and business.  Jacqueline is passionate about sustainable business models that see businesses thrive on the basis of an authentic purpose, and a desire to be a force for good in the world.

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Emily is the NZ head of our trusted panel partner Pureprofile. Through a partnership with the most engaged loyalty
programme in New Zealand – AA Smartfuel and now Onecard, Pureprofile offer access to a highly engaged and responsive database 2.1m cardholder base – which covers more than half the NZ population over the age of 16.




The COMEXPOSIUM Group, is one of the world’s leading event organisers. Through our partnership with the Avalon Group, Fresh Focus is on-stage at events including adtech NZ, MMS NZ, iMedia Brand Summit NZ and Australia and ECommerce 1:1 NZ. The events ensure we are exposed to world-leading thought leadership and global trends that we can apply to local business problems.