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.

Rachel has a background in qualitative research with a specific passion for semiotics. She has 15+ years experience having worked in a number of different settings, from media agencies to brand consultancies as well as more traditional research agencies. She is super keen on understanding human behaviour and enthusiastic about designing creative and effective insight programmes.

Rachel has worked across a broad spectrum of categories and brands including; Sky, BT, Thames Water, Southern Water, The Body Shop, O2, giffgaff, EDF Energy, Tesco, Asda, Hachette, Network Rail and much more. She has experience with a wide range of insight led projects from customer journeys and segmentations, through to brand positioning and proposition development.

Rachel Williams, Partner, Yonder Consulting