Sara Davidson is a social researcher with over 18 years of experience in designing and managing research projects aimed at informing policies, strategies, and public engagement campaigns across a variety of sectors. Her main research interests lie in the field of higher education, branding, and reputation research, and environmental attitudes and behaviors. She has studied Politics and Sociology at the University of Aberdeen and has completed a PhD thesis exploring the nature and origin of public opinion on environmental issues. She has directed many high-profile studies such as the Scottish Study of Environmental Attitudes and Behaviours to inform the development of Scotland's Environment Web resource. She has also worked in the area of local government and public engagement with politics.

As an Associate Research Director at Ipsos, Sara is well-versed in the full range of research methodologies. Her work focuses on policy areas including energy, environment, and higher education. Her clients praise her for her excellent advice and direction, persuasive and insightful interpretation of results, and for delivering useful and usable recommendations that can be taken forward.