Geraldine Bell is a highly skilled and experienced qualitative researcher with a passion for social history, travel, and exploring the cultural, social, and emotional context. Holding a BSocSc in Sociology from The University of Manchester, she has worked as an Associate Director at GfK and is currently a Research Director at Ipsos. With a special interest in lifestyle exploration and brand work, particularly on retail, fashion, travel, and personal care brands, she has worked on both UK and international projects providing an insight into different cultures. In addition, Geraldine is a leading expert in digital online qualitative research, and as Deputy Head of GfK’s Qualitative and Ethnographic Centre of Excellence, she promotes innovative new approaches in the qualitative sector. In her role, she also uses and develops creative and innovative techniques and approaches to gain insights into different people's lives and experiences.