HELEN VILE, VP, HEAD OF OPERATIONS

Email helen@freeformdynamics.com, phone +44 (0) 1425 626501

As VP, Head of Operations, Helen is responsible for the general managment of the business on a day to day level, which includes all commercial, financial and legal matters, as well as research operations and delivery. As part of this, Helen manages the core project delivery team, oversees our project portfolio, and is ultimately responsible quality and client satisfaction.

In terms of experience and expertise, Helen has a strong background in business administration and customer services, as well as market research. She has been involved in IT industry research and analysis since 2003, and co-founded Freeform Dynamics in 2005.

Current areas of focus: Commercial and operational management

Research Methodology

The term “primary research” is used to describe the execution of research studies based on gathering and analysing feedback from a relevant sample of respondents.

At one end of the spectrum, we have what’s known as “qualitative research”, which is typically based on conducting in depth interviews, usually face to face, with a relatively small number (10’s) of respondents. Interviews are typically conducted conversationally, allowing the respondent to express themselves freely.

At the other end of the spectrum, we have “structured quantitative research”, which typically involves conducting a large number (100’s or 1000’s) of interviews, based on multiple choice questionnaires executed either by phone or on-line, in order to produce a highly structured set of data that may be analysed statistically.

In between, we have “freeform quantitative research”, which blends the two approaches to gather the views and opinions of respondents on a large scale but in a more open manner. The Freeform Dynamics methodology is based on this approach and has the advantage of generating statistically valid results whilst at the same time capturing the respondents’ views and opinions faithfully in a way that the pure multiple choice question approach can never do.

The value of freeform research becomes clear when you look at the services we offer.