We understand that sometimes the way consumers articulate their opinions and the decisions they make can seem confusing. What they say may not what be what they do.. and vice versa. Our experience and specialist techniques provide us with the tools to make sure that our outputs are clearly defined, actionable and above all, make perfect sense!

Head of the warren is Kathryn Coles, who also answers to Kath, KC and other names that are probably best not advertised. Kathryn began her qualitative research career in 1994, and was a Director with the full service agency HPI Research for many years before setting up her own consultancy in 2007. With the growing success of her business came the need to rebrand, and the White Rabbit was finally pulled out of the hat in 2013.

Kathryn lives in West London with her two teenage daughters and their highly excitable cockerpoo. When she’s not working she can often be found chasing the dog around one of the local parks and enjoying a cocktail or two (not generally at the same time, but it has been known after a particularly hard day). Kath enjoys getting out of London to visit family back in Devon and always relishes an opportunity to spend time on the coast, whatever the weather. She loves comedy, the theatre and music festivals, as well as travelling to new destinations – Istanbul and Copenhagen have been recent highlights.

Kathryn is a fully paid up member of the following organisations: MRS (Associate Membership), AQR and the ICG. She is DBS checked, so able to conduct research with children and young people under the age of 16, as well as other vulnerable audiences such as prison offenders, etc. She was a governor at her children’s primary school until the youngest left in 2020.

In 2023, Kathryn was super proud to be a finalist for the MRS/ICG Award for Independent Consultants, shortlisted for her work the Children’s Coaching Collaborative (CCC).

Whilst Kathryn is still intrinsically involved in all research projects undertaken, the White Rabbit concept continues to grow to include specially selected associates able to provide clients with the unique skills and techniques they require. Kathryn has gathered an eclectic range of associates to call upon to join the tea party when necessary – including qualitative consultants, quantitative experts and international partners – so all client needs can be covered.