Ruth Smyth

Ruth has worked in Insight in the charity sector for the last 15 years: the first half of this was at the RSPB and then for the past 8 years running BoldLight. Ruth started out in Fundraising as an analyst, doing a mix of data selections for mailings and campaign analysis. Then she wanted to find ways to explore all the interesting questions analysis couldn’t answer, like why people behave the way they do and what motivates them, so she increasingly combined analysis with qualitative research. This has included helping Kidney Research UK to find new audiences and figuring out how to reach them, helping the RSPB communicate their new segmentation across the charity, helping Alzheimer’s Research UK understand their online audiences and helping Carers Trust to communicate better with under-supported groups.

Ruth has been delivering courses in Insight skills for 7 years, and loves helping people to get to grips with research and analysis. She is a member of the British Psychological Society, the Market Research Society and a board member at Rogare, the Fundraising Think Tank.