Jonathan Culling

I started out as a UX designer and became interested in research in 2001. A booking engine that I had designed for British Airways was being evaluated in research labs in London and New York, and the researcher - whose name was Joel - very kindly let me moderate a session. 

I wasn’t very good - I was too precious about my designs. But I’ve moderated hundreds of research sessions since then and my technique and impartiality have improved! 

Since 2007, I have had the good fortune to lead some talented creative teams at some of London’s top agencies and consultancies. I found myself doing less hands-on design work, but I’ve always managed to keep my research skills fresh.

I love research in all its forms - online and offline, formal and guerrilla, painstakingly documented and agile - especially when it produces spectacular insights that transform the design approach. That is where innovation truly happens.

This site includes my CV and some case studies that will tell you more about the way I work. I look forward to meeting you!