Charlotte Baird ID Card Vision One

Charlotte Baird

Head Of Qualitative

Joining the team as our Head of Qualitative, Charlotte brings with her a wealth of expertise within the FMCG sector, along with strong brand and marketing experience.

Charlotte’s Story

Charlotte is one of our Food and Drink specialists and also heads up our successful Qualitative team since her arrival last year.

Charlotte graduated from Warwick University in 1996 with a PhD in Organic Chemistry. After a short stint in pharmaceuticals, she moved into the food ingredients sector, where she worked for 14 years as EMEA Marketing Director. Charlotte then spent a few years working as a Marketing Consultant for food and beverage companies globally, managing multiple projects and deadlines, and always keeping the clients’ needs at the fore.

Charlotte’s Role

Charlotte is our Head of Qualitative research and has experience in running face-to-face focus groups as well as online formats. She is a member of the AQR (Association for Qualitative Research) and has attended courses to bring new dimensions and practices to creative moderating approaches, ensuring you, our client, get the very best output from the research.

Charlotte is also our resident food and beverage expert and is looking at new technologies and platforms to help with new product development (NPD) and concept testing in a fast-paced and evolving landscape. Now, more than ever, the customers’ voice is paramount to ensure your product or services are answering their needs and providing the right solution to the problem.

Charlotte Baird Head of Qualitative Vision One

Clients Worked With

Here is just a few of the clients that Charl has helped improve their businesses through the guidance of Vision One:

Acdoco Logo white
Developing Degergent

Understanding the needs and want of a new way of washing though innovative detergent products

Salcombe Distilling Company
Simply Stunning Salcombe

Listening to users and non users to develop an understanding of Salcombe Distilling Brand Health

Sleeping Tight

Helping Silentnight become one of the UK’s most trusted brands

Charlotte's Areas of Expertise

Charlotte's role as Head of Qualitative Research covers a range of industry sectors across the field.


Out of the office:

‘Charl’ as she is affectionately known, has a passion for travel and has been across many parts of Asia, Europe, the Caribbean, and America. Working in the food industry for many years, she is a passionate ‘foodie’ and enjoys sharing her food journeys across her Instagram.

When Charlotte is not travelling, her favourite activities are outdoors – skiing, walking, running and on her mountain bike. She also likes the theatre and musicals. Be warned, she also has a wicked sense of humour and a contagious laugh!

Charlotte Q&A

Since her arrival, Charlotte was interviewed by Mollie Hannigan, our Marketing Executive to share more about herself, so if you would like to find out more about Charlotte Baird you can do so by reading the full interview below.

Read My Interview


Get In Touch With Charl

Phone Vision One

Call the office on 0151 945 0150