We partner with our clients to solve the current and future challenges facing their brands.

Informed by over a decade of working within the lifestyle industries, our consultancy specialises in retail, fashion, beauty, travel, art, drinks, food, and the luxury and premium sectors.

Our work is strategically focused and seeks to make an immediate impact within our client’s organisations.

Consulting Approach

By drawing on a variety of research disciplines – from trend forecasting to quantitative analysis – we take a uniquely holistic approach to our work.

Trend analysis

Expert-driven analysis of how people’s lifestyles are changing


Deep, first-hand investigations into specific consumer behaviours and attitudes

Data analytics

Data analytics and quantitative research that validates broader insights

Our Offer

Our team works across a wide range of disciplines in order to provide bespoke approaches designed to address our client’s objectives. Specifically, we offer:

1. Connecting to people and places

Civic development

Helping organisations with physical propositions to create relevant and engaging places in an increasingly urbanised world.

Culture strategy

Establishing brands as cultural entities by aligning them with cultural movements and influential consumers around the world.

2. Taking the next step

Brand positioning

Determining how brands can differentiate themselves, gain attention, and respond to market shifts.

Brand expansion

Enabling brands to leverage their equity to confidently and credibly capture new markets and enter new categories.

3. Seeing the bigger picture

Future planning

Preparing organisations for the next decade by identifying forthcoming opportunities and challenges, and defining long-term vision.

Thought leadership

Enabling clients to establish their brands as centres of authority through intelligence-based media.


Alison Tsang, Managing Director

As Managing Director, Alison is ultimately responsible for the consultancy’s growth and development. Specifically, this means diversifying and future-proofing the company’s proposition, as well as ensuring the consultancy’s services stay relevant for today’s businesses.
Hailing from the world of advertising and media, including stints at Omnicom and Publicis, Alison has amassed 15 years of experience, which has seen her work across a variety of sectors, for brands as diverse as Sony Music, Estee Lauder, Waitrose, Virgin Atlantic and Google. With a strong commercial focus in her work, she believes business growth lies in the marriage of rigour and creativity.
Outside the office, Alison takes part in Inspiring the Futures, a charity initiative that connects professional role models with schools and colleges across the UK.

William West, Senior Client Director

As Senior Client Director at SCB Partners, William is responsible for the company’s client relationships.

William has extensive experience consulting with global luxury and lifestyle brands, having developed and refined positioning for clients including Chanel, W Hotels, Pernod Ricard, and Burberry.

Having received his BA in Fine Art from the Slade School of Fine Art, UCL, William originally cut his teeth at leading auction house Phillips de Pury, as well as various independent galleries in London. He even co-founded his own gallery, LiangWest, which specialised in upcoming creative talent in the city.

With this background in the arts, William brings a unique perspective to his work that helps clients to truly understand the value they can bring to people and culture.

Max Reyner, Senior Director

With a decade of experience in brand consulting, Max oversees cultural and trend-based projects, helping to keep SCB Partners’ clients modern and relevant.

Previously, Max spent two years as a freelance strategist, working with a number of creative agencies such as INT Works, Winkreative and Spring Studios, where he devised strategic plans for a wide variety of brands – from airplane manufacturers to fin-tech incubators.

Before this, Max headed up media agency Protein’s insight department, which saw him oversee research projects for brands such as Red Bull, Gap and Nike. He has also worked as a consultant at The Future Laboratory, helping to future-proof strategies for a number of global brands. He was also the Insight Editor for the agency’s insight network LS:N Global, and continues to be a regular contributor to design trends bible Viewpoint Magazine.

Liz Cheesbrough, Director of Research

Liz is responsible for designing and leading boundary-pushing research methodologies that aim to solve client challenges both creativity and commercially.

An avid collector of culture, and a specialist in youth trends, Liz has seven years of experience in qualitative and youth research, working for brands such as MTV, Facebook and Universal Music. She previously worked at insight and innovation agency Crowd DNA, and has led Channel 4’s influential UK Tribes project.

Liz is the founder of video production start-up Ice Cream, and is an expert contributor to youth trends agency Voxburner. A regular speaker at industry conferences, Liz is fascinated by the role of drugs, alcohol and hedonism for young people, and works with the Global Drug Survey to track drugs behaviours and understand their impact on society.

Liz holds a BSc in Social Policy and Government at London School Of Economics.

Michael Salter, Head of Analytics

Mike is SCB Partners' analytics specialist and helps to ensure the consultancy's research is validated by robust data-based insights and narratives.

He has a decade of experience in using data to solve a range of business objectives, including media effectiveness, pricing strategies, brand perception, and product launch forecasting. Previous clients include BBC, EE, Visa, Reckitt Benckiser and Westfield.

Mike holds both a BA in Economics and an MSc in Financial Economics from the University of Leicester, and has won three Mediaweek awards, and two IPA Effectiveness awards. Outside of work, Mike is a keen marathon runner and mini-golfer.

Sorcha Garduce, Insight Director

Sorcha is SCB Partners' quantitative insight specialist. She has over 16 years of research and insight experience, having originally come from a background in the media and advertising industry.

Sorcha has worked across a range of clients and sectors including Melia Hotel & Resorts, Frieze, Hyundai and Kia. Her work covers a range of disciplines from measuring brand health and positioning, to performance evaluation and audience understanding.

Throughout her career, Sorcha has specialised in projects that investigate how the digital age has changed the way in which we live our lives, and what this means for the commerciality of brands and media.

Margaux Caron, Senior Strategy Consultant

Margaux is a Senior Strategy Consultant, which sees her analyse consumer, cultural and market shifts to empower brands to make informed decisions in their ever-changing environments.

A specialist in foresight and marketing innovation, she started her career in trend-forecasting agencies WGSN and NellyRodi, where she sharpened her strategic thinking by using thorough trend research to inspire change - focusing on uncovering new opportunities and providing actionable brand strategies. During her past experience, she led international multi-disciplinary projects for key accounts, such as Unilever, L'Oréal and LVMH.

Prior to London, Margaux lived in France and holds a Masters degree in Economics and Finance from multi-disciplinary Sciences Po Rennes, and a Postgraduate diploma in Fashion, Design and Luxury Management from Institut Français de la Mode.

Isabella Luino, Senior Research Executive

Isabella is a Senior Research Executive at SCB Partners where she offers support across consultancy projects and conducts mixed-methodology fieldwork.

Prior to SCB Partners, Isabella worked at Havas People where she strengthened her inquisitive skills while also providing high-quality insights. Projects included optimising the recruitment strategy of organisations across the private and public sector, such as HMPPS Prison Service, Pfizer, and Lancaster University.

With a degree in Social Anthropology from the London School of Economics, she specialises in ethnographic research methods and has a strong interest in how people live and think.

Miguel Rodrigues, Senior Designer

Miguel is the Senior Designer at SCB Partners, and is responsible for the look and feel of the consultancy’s output. With over ten years of experience – eight of which have been spent here at SCB Partners – Miguel specialises in editorial, typography, and presentation design.

Previously he ran a design studio with fellow Central Saint Martins graduates, which went on to win two European design awards. In addition, Miguel has freelanced for cultural institutions such as Tate Modern and English Touring Opera, and fashion brands such as Huntsman.

Miguel holds a BA in Communication Design from the Faculty of Fine Arts Porto, and an MA in Communication Design from Central Saint Martins in London.