In London, insight-led growth strategy consultancy The Forge has appointed Charlotte McDonald as a Director in its Qualitative practice.

The Forge, which also has an office in Amstrad, brings together consumer insight and commercial expertise to develop customer-driven business strategy programmes. McDonald (pictured) joins after more than five years at video intelligence platform Lifestream (previously known as Big Sofa Technologies), latterly as Senior Director, Insight and Strategy, specializing in using digital ethnography to uncover behavioural insights. Prior to this she worked for cultural intelligence agency pluralthinking as Insight Director.

Company Director Lee Manning-Craik says of the news: 'It's so exciting to have Charlotte join the business. We have worked with her closely over the last few years when partnering with Lifestream, and are thrilled she has decided to join us. She's a wonderfully bright and gifted ethnographer and will bring a sharpness and clarity to our growing in-person and digital qual offers'.

Web site: www.theforge-uk.com .

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