Katherine helps businesses understand the motivations of their target audiences, clarifying their paths to purchase and developing broad marketing strategies rather than narrow advertising strategies. She's a senior strategist with over 25 years' experience in media planning and qualitative research. She spent five years as media planning director at AMV BBDO, before taking up the same role with PHD. In 1998, Katherine launched her own qualitative research company, which she ran for 10 years. Most recently she held the position of head of media and research at RH Advertising.