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Samantha Armitage

Associate Moderator

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Sam has been a researcher for over 25 years working agency side and as a freelancer.  She has managed projects, with hands on fieldwork experience, for a number of public sector clients, police forces, business to business, consumer and NPD accounts. Her experience covers both qualitative and quantitative projects, but with qualitative research as a specialism. She has gained valuable experience moderating depth interviews (both face to face and via telephone), accompanied shops, focus groups and online groups and forums. Projects have included investigation into a range of topics, including communication, attitude, perception, behaviours and motivation.

Sam is a Certified Member (CMRS) of the Market Research Society, successfully completing the Intensive Professional Development scheme in 2001. She currently acts as a mentor with the MRS Mentoring scheme.

She began working with Luto in 2019, bringing her wider Market Research based experience to their specialist User Testing Research. After completing a tailored training programme, she now undertakes User Testing interviews with potential consumers/users.

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