+ strategy

+ imagination

Yonder is a consultancy that helps clients to unlock opportunity and deliver business impact.

Traditionally, this takes the experience of separate research, consulting and innovation businesses; but it’s the power of this expertise, combined in one team, that creates the momentum businesses need to achieve long-term success.

Yonder was specifically created to meet this need.

Launched in October 2020, we bring together the expertise of four specialist businesses; the award-winning research and consultancy of Populus, the state-of-the-art data capture of Populus Data Solutions, the brand and business strategy of BrandCap, and the insight-led innovation of Decidedly.

Our teams in London, New York, Hong Kong and Singapore work alongside our clients as partners; helping them to adjust and respond to change as it happens, and to go further with focus.

We are a team of 175 researchers, data analysts, strategists, creatives and innovators based in London, New York, Hong Kong and Singapore.

Michael Simmonds

Business builder, quiet networker. If not in the office, can be found walking up a hill or following Arsenal. Happiest with his husband, anywhere.

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Manfred Abraham

Fashion lover, hotel connoisseur, Labrador owner and totally gym obsessed. If not in London, most likely down south reconnecting with nature.

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Andrew Cooper
President & Senior Counsel

Quiet thinker. Reader. Big picture. INTJ. ‘Pitiless empiricist’ (The Times). Manchester United, cricket, Spanish food, country music. Family first.

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Jo Bergdahl
Managing Director, Consulting

Colour and pattern enthusiast. Interior design dabbler. Most peaceful on the beach in Cornwall or mooching in Paris.

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Tom Wormald
Managing Partner

Proud father. Runner, cyclist and lifelong Oxford United supporter. Curious traveller. Intrigued and inspired by the ingenuity and inventiveness of human beings.

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Ben Lloyd
Managing Director, Operations

Best defined by his podcast library – football (West Ham), cycling, comedy, politics, quizzes and chat. Ever the optimist.

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Ian Bramley
Managing Director, Research

Rugby watching, tennis playing dad. Normally on the touchline shouting encouragement to his boys or on the road driving his daughter to and from Uni.

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Chris Atkins
Managing Director, Yonder Data Solutions

Sports fan, runner and follower of Aston Villa football club. Happiest spending time outdoors with his family.

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David Martin
Chairman, Yonder US

Curious social scientist. Endlessly pursuing a better way. Constantly striving to learn and achieve more across all passions including business, psychology, anthropology, photography and athletic kinesiology.

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Michelle Lai
Director, Yonder Hong Kong

Globetrotting glutton, eternal optimist and wellness aficionado. Happiest brewing up new business ideas. Passionate about growth and transformation.

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Rachel O Sullivan Yonder Consulting
Rachel O’Sullivan
Commercial Partner

Business builder with a nose for opportunity. Passionate about launching, developing and transforming businesses. Entrepreneurial mindset. Lover of all things modern. Yogi extraordinaire. Brilliant and proud mum.

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Rich Cownley_Yonder Consulting
Rich Cownley

Obsessed with all things tech, music lover, cat owner. When not in front of a screen can be found hiking in a forest, up a mountain or at a gig.

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Karsten Shaw_Yonder_Headshot
Karsten Shaw
Analytics Partner

A Londoner of Danish and Indian heritage. Frequently telling jokes (resulting in more groans than laughs). Incessantly listening to music or the radio.

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Christian Brent_Yonder Consulting
Christian Brent

Proud dad, keen traveller, and massive Star Wars nerd. Most often found pottering in the Sussex countryside with the family or deep down a YouTube rabbit hole.

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Rachel Williams, Partner, Yonder Consulting
Rachel Williams

Cat lover, comic book fan and lipstick aficionado. Often found reading, searching for chocolate or out adventuring in the woods with her husband and son.

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Christina Herbach, Partner, Yonder Consulting
Christina Herbach

Voracious reader, urban gardener, and frequent dinner party host. Adventurous spirit, curious mind and contrarian optimist.

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