About Aimee Braybrook
Researcher.Strategist.Moderator.
Aimee Braybrook is a seasoned market research, consumer insights strategist and qualitative moderator with over 15 years of experience serving global brands and research agencies.
Built on craft, depth, and genuine curiosity
Aimee founded Braybrook Consulting to provide brands and research agencies with a seamless, senior-level extension of their teams. With deep roots in the Building Materials, Roofing, and Car Rental sectors, she bridges the gap between complex operations and human behavior. Her category expertise spans the entire value chain, from the high-stakes decisions of professional Builders and Contractors to the evolving expectations of DIYers and retail consumers.
Whether through conversation on a job site or through deep dive data analysis, Aimee captures the Voice of the Customer to identify what customers need, want and exactly what drives brand loyalty or triggers churn. Her methodological rigor covers the full research spectrum, including Brand Health, Awareness & Usage (A&U), Concept Testing, and UX studies. She is equally adept at facilitating large-scale focus groups as she is managing quantitative research protocols, NPS strategy, and Research Technology implementation.
By strategically integrating AI research tools, including Gemini, ChatGPT, and Claude, Aimee accelerates project timelines and deepens analysis while maintaining strategic integrity. She holds long-standing agency partnerships and is trusted by clients to step into projects at any phase to deliver with the precision of an internal resource.
The Fractional Advantage
For organizations requiring high-level strategy without the commitment of a full-time executive hire, Aimee serves as a Fractional Insights Leader. This model allows companies to scale their research capabilities on-demand, gaining a seasoned partner who can build research roadmaps, manage vendors, and translate data into board-room-ready strategy.
As a Fractional Leader, Aimee is a unique asset to brands and agencies alike: she provides the institutional memory and accountability of an internal "Head of Research" combined with the agility and diverse perspective of a consultant. This ensures that customer insights remain a continuous driver of business growth rather than a one-off project.
What guides every engagement
Rigor without rigidity
Methodological precision adapted to your research objectives, not a one-size-fits-all approach.
Category fluency
Deep knowledge of the audiences and dynamics in building materials, home improvement, travel, and tech ensures faster ramp-up and richer insights.
Strategic partnership
Aimee goes beyond execution, bringing synthesis and strategic framing that helps your team act on what the research reveals.
Reliability at every phase
From protocol design through final delivery, clients count on Aimee to bring consistent quality and clear communication.