Vision One Appoints Helen Jones as Head of Qualitative Research
Experienced insight specialist brings over 20 years of experience to Vision One, helping brands better understand the people behind the data.
UK qualitative market research agency Vision One has appointed Helen Jones as its new ‘Head of Qualitative Research’, bringing over 20 years of experience in consumer insight, research, and strategic planning.
Helen has held senior insight roles at major brands like Danone Nutricia and Screwfix, as well as within research agencies and as a consultant.
Her career spans sectors including retail, FMCG and packaged goods, healthcare, and financial services, helping businesses understand customer decisions and improve based on research findings.
At Screwfix, Helen developed customer insight capabilities, later applying her skills at Toolstation, and brings over a decade of agency experience with leading UK brands in research and strategy.
In her new role, Helen will lead Vision One’s qualitative research team, helping clients uncover the motivations, emotions and experiences that shape customer behaviour, and translating these insights into clear strategic recommendations.
Her appointment strengthens Vision One’s commitment to delivering deeper human understanding alongside its wider research capabilities, enabling organisations to navigate changing customer expectations, identify emerging needs and make more informed business and brand decisions.
Why human insight still matters in the age of AI
Helen Jones joins during a transformative time for market research.
AI is changing research methods, offering new ways to analyse feedback and identify patterns. However, technology doesn’t always capture the full story. Understanding emotions and experiences often requires personal interaction. Human understanding can uncover insights that technology alone cannot.
Vision One aims to integrate AI and human expertise, using AI where beneficial while prioritising human understanding.
Helen Jones, Head of Qualitative at Vision One, said:
AI is opening up some really exciting possibilities for research, and I think there’s a huge opportunity to use it to make the way we work smarter and more efficient.
There’s immense value in talking to people, listening, and understanding their responses. The most interesting insights often come from unexpected places, uncovered by a researcher’s curiosity and experience.
It’s about balancing technology with human insight, ensuring qualitative research remains valuable.“
Tony Lewis, CEO of Vision One, added:
AI helps analyse more information, but insight comes from understanding its meaning. Helen brings the expertise needed to reveal the human stories behind the data, aiding better decisions for our clients.
Vision One continues to explore AI’s role in research, enhancing efficiency and data analysis, while maintaining a human-led approach for context and recommendations.
Helen holds a BSc (Hons) in Psychology and Sociology from the University of Leeds. She is a nutritionist, NLP coach, and founder of Helen Jones Nutrition, reflecting her interest in understanding human behaviour and motivation. Helen’s appointment reinforces Vision One’s commitment to blending research expertise, technology, and human understanding for meaningful insights.
For more on Helen and Vision One’s approach, read Qualitative Research in the Age of AI: Why Human Insight Still Matters, available in the Vision One news section.
ENDS
About Vision One
Vision One is an independent UK market research agency helping organisations better understand their customers, build stronger brands and make more informed decisions.
The agency combines qualitative and quantitative research with expertise in brand strategy, ideation and co-creation, customer experience and behavioural insight, turning customer understanding into practical recommendations for businesses. Qualitative research tools include: Focus groups, Ethnography, Eye-tracking and behavioural science.
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Website: https://visionone.co.uk/
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