About Us
We shape answers that drive action.
Gusto is a full-service qualitative and quantitative research agency that blends deep expertise with insight and impact.
Our work spans customer experience and understanding, brand health and product development.
But at the heart of everything we do is a commitment to thoughtful, human-centred research that drives real-world outcomes.
Insight you can feel, action you can use.
How We Work
Our philosophy is simple: Research should make a difference.
That’s why we combine rigorous thinking with empathy-led design — and always stay grounded in practical outcomes.
Proven Track Record
We’re trusted by some of the UK’s leading brands — with particular expertise in understanding vulnerability and navigating regulated environments.
Empathy-Driven Approach
We explore the human realities behind every data point. By listening carefully and designing inclusive, sensitive methodologies, we uncover what really matters to people.
Innovative Methodology
From ethnography and co-creation to advanced analytics and simulator modelling, we tailor our methods to each project — mixing traditional and emerging techniques to meet every brief.
Tangible Actions
Our insights don’t just sit in a deck. We translate findings into clear, evidence-based recommendations that support meaningful change — from service design to strategy, communications to product development.
Meet the Team
Real people, practical thinking, proven results.
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Ian Rowlands
Managing Director
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Donald Macintosh
Director
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Sophie Lingard
Head of Quantitative Research
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Lyn Lyons
Research Director
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Martin Reed
Research Director
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Elli Willis
Associate Director
Client Successes
We work with clients across finance, health, retail, and more.
LightShed Latest
Everything we’re learning – and what’s worth sharing.
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AI & Consumer Finance
Can AI support better decision making? Our latest self-funded research explores the evidence.
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Meet the Chaos Customer
Sophie explores how decisions really get made under pressure – and what that means for research.
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Have brands lost touch with what people can afford?
Consumers are feeling the pressure – but some brands still aren’t reading the room.
