Select Page

We are a diverse team of senior people who work globally and respond rapidly. Academically trained ethnographers and anthropologists, we help our clients bridge the gap between business and what happens in the real world. Clients engage us when they need to reset their strategy with a new understanding of the world.

We believe that Research should not be a department down the corridor, where results sit on a spreadsheet or slide deck. Our research is an immersive experience of people’s worlds. We involve our client teams which fast-tracks problem solving, helps organisations respond fluidly to change and creates immediate impact.

As a team we speak French, Italian, Spanish, Danish, Russian, Mandarin and Hindi. We have profound industry knowledge, have set up brands and run companies. This variety of backgrounds and depth of experience is invaluable in shaping the recommendations we make to our clients.

Dr Simon Roberts

Simon is a founder of Stripe Partners, where he leads the research practice. A trained anthropologist he has devoted his career to bringing deep human insight to solve business challenges and inspire innovation, with a particular focus on technology. His PhD explored the satellite TV revolution in mid 90s India and he is a fluent Hindi speaker.

Simon’s career highlight includes running the UK’s first ethnographic research consultancy, Ideas Bazaar, and establishing a multi-disciplinary innovation lab at Intel Digital Health group. Simon’s client and industry experience is broad, from health (Novo Nordisk, Intel) to technology (Samsung, Intel, BBC) and consumer goods (Duracell, Gillette). Simon is former co-chair Ethnographic Praxis in Industry Conference (EPIC). He is widely published, a contributing author in “The Handbook of Anthropology and Business”, and a sought-after speaker on issues at the intersection of technology, people and business.

Tom Rowley

Tom is a founder at Stripe Partners and heads up the strategy practice. Throughout his career Tom has helped global organisations to develop and activate brand and innovation strategies rooted in deep human insight. Before founding Stripe, Tom headed up the cultural insight function at Added Value and led the strategy team at innovation agency Brand Genetics. Over the last 17 years Tom has worked with senior marketing and innovation teams to deliver brand and product innovation for businesses including Duracell, Gillette, Levi’s, Bacardi, Ford, Triumph International and e.on. His career highlights include developing a new luxury gin brand with Bacardi and seeing his brand strategy work with Triumph International transform the brand’s look and feel around the world. Beyond commerce, Tom is co-founder of the NESTA backed collaboration community Good for Nothing and Lambeth council’s innovation community Made In Lambeth.

Tom Hoy

Tom is a founder at Stripe Partners. He has spent the last 10 years advising organisations like Diageo, Samsung and the NHS on complex marketing, innovation and strategy challenges. Tom specialises in combining new academic thinking with emergent technologies to create experimental research processes. Part of the early team at Promise (now part of C-Space / Omnicom), Tom was a key contributor to their pathbreaking Co-creation methodology. Today he is leading the development of Stripe Partners’ Embodied Strategy practice. Outside of work Tom is involved in several social innovation initiatives. He grew the Made In Lambeth volunteer hacking community to several hundred members and co-founded Good Gym Lambeth. His training in the social sciences started at the London School of Economics.

Anna Peters

Anna has 10 years of experience in leading innovation and strategy projects for a variety of clients from the luxury hotel business (Jumeirah), through to the beauty and personal care sector (P&G and Unilever). She has extensive experience with start-ups, in international development and with charities (Bill and Melinda Gates Foundation and FINCA). She started her career in London at advertising agency JWT in London in 2006, before moving to innovation agency Promise. This took her to Dubai and New York where she provided research and strategy consultancy across the private, public and third sectors. After stints with Clear and Landor Associates Anna joined Stripe Partners as a Director. Anna’s background is in Organisational Psychology, and she as recently completed a training in Psychoanalytic Counselling and Organisational Dynamics. She brings a sensitive and nuanced understanding of human behaviour and systems to every client engagement.

Meredith Smith

Meredith is an Associate Director at Stripe Partners, and has spent the last 10 years working to help retailers and brands see through the eyes of the consumer.  Working first as a designer at US-based Target, then moving into trends and insights with The Doneger Group in New York and as a Senior Consultant at GDR Creative Intelligence in London. Meredith has made it her mission to bring an understanding of people and patterns into commercial practice. She has worked closely with companies like Pernod Ricard, Hilton Worldwide, Purina, VF Corp, Chanel, McDonald’s, Microsoft and Capital One to translate insights into action. She completed her Masters in Innovation Management at Central Saint Martins in London, and is obsessed with consumer behaviour, from mundane acts to guilty pleasures. Her specialists areas are also her passions – strategic foresight and innovation.

Anna Zavyalova

Anna is a Research Consultant at Stripe Partners. Anna holds a BA in Archaeology & Anthropology from the University of Cambridge and an MSc in Social Anthropology from the University of Copenhagen, for which she conducted five months’ fieldwork with Indigenous activists in Australia. Anna has previously worked in executive search, specialising in the higher education sector; prior to Stripe Partners she worked as a corporate investigator, specialising in Russia, Central Asia and Ukraine. Anna is fluent in Russian and Danish and speaks conversational French and Spanish.

Yuebai Liu

Yuebai is an ethnographer and strategist who has worked across the private, public and the third sectors. After conducting field research for the UN in New York, she worked at ReD Associates in Copenhagen and subsequently as an independent consultant for businesses including Gemic, Dragon Rouge and IMS Health in Shanghai. Yuebai’s experience spans many industries, from beverages to the beauty and healthcare sector.

She actively experiments with videography as a tool to tell stories of how we relate to the material world around us. Yuebai has lived and worked in 7 countries and is fluent in Italian, Wu Chinese, and speaks conversational Mandarin and French. She has a Masters from The London School of Economics.

Claire Kennard

Claire joined Stripe Partners in January 2017 bringing a background in research, design and project management. She holds BAs in History and Photography and a Masters in Social & Political Thought. Prior to Stripe Partners, Claire worked on the research and development of the Science Museum’s permanent Mathematics gallery, a three –year project to design and develop a space for non-specialists in the subject.

Claire is a fellow of the RSA and a member of the Clore Leadership Network.

Eleanor Watkin

Eleanor is head of Finance and Operations at Stripe Partners. Prior to that, she spent 10 years as Managing Editor at Condé Nast Digital, working alongside the editorial, design and sales teams, and coordinating logistics between all the international Condé Nast digital teams.  Starting with the world’s first online edition of Vogue magazine, she helped conceive and launch a broad spectrum of titles including Vogue, GQ, Glamour and Condé Nast Traveller.

Harry Hobson

Harry, an associate at Stripe Partners, is a strategic consultant, specializing in product and service innovation.  Harry was Partner and led the Digital team at  What If Innovation; and co-founded the proposition-development firm Fathom Partners.  Before that he founded and ran a retail and community dot-com, worked at Spectrum Strategy Consultants and the Economist Intelligence Unit. Harry holds Masters Degrees from Cambridge University and the University of London.

He has consulted for clients including Intel Digital Health Group, Samsung, Vodafone, Ofcom, Dept for Health, Telegraph Media Group, NewsCorp, BBC and NBC.  He is also working setting up a new online platform to pair-up families in UK and in developing economies.

Charlotte Melford

Prior to Stripe Partners, Charlotte was instrumental in building one of the industry’s leading brand and marketing consultancies, Clear. She was Managing Director of the European business and later a Global Director.

Charlotte has a commercial outlook when approaching client challenges, spotting opportunities early by blending commercial understanding with innovative thinking. During her career, she has delivered significant growth and impact for a wealth of global clients, including Reckitt Benkiser, Vodafone, Mars, RBS and Diageo. Her experience spans strategy, insight, innovation and engagement & activation. She has gained consultancy and client side experience, spending 7 years at BBC.

Charlotte is passionate about delivering tangible results to clients that will genuinely make a difference to their business both in terms of their profits and their impact.