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About Us

Chesterton Windmill, Warwickshire in sunset and winter field.

Based in beautiful Warwickshire, we bring clarity and strategic direction to organisations in the UK and globally using research, insight and data analytics.

Your objectives are at the heart of our work and following an initial meeting to discuss your insight needs we will create a ‘pick and mix’ style proposal which you can reflect on.  Although we are happy to undertake stand-alone market research projects, we believe the greatest insight can be gained from a wide variety of sources including digital and website analytics, sales analysis and desk research.

Tonica is led by Mary Butlin who has over fifteen years’ experience in market research and insight.  Depending on the size of the project, Mary is also supported with project administration by a small team and occasionally works in partnership with other consultants and researchers, particularly for projects which include extensive qualitative research.  Tonica also has strong relationships with suppliers such as fieldwork agencies and panel companies in order to offer a scalable service to clients from small research projects to large global studies.

Before creating Tonica in October 2010, Mary worked for five years as Head of Market Planning at the Royal Shakespeare Company where she was responsible for devising and leading the RSC’s market planning and CRM strategies to support the artistic, audience and income objectives.

Prior to her role at the RSC, Mary worked in the commercial sector as a client side researcher for Somerfield plc and spent three years at Ipsos in the brand and advertising research team.  Mary’s time at Ipsos was an invaluable foundation in market research and the specialist knowledge required for branding and advertising research which she undertook for a range of clients including fmcg, financial, luxury goods and pharmaceuticals.  She is a full member of the Market Research Society following a three year vocational qualification whilst at Ipsos and has a BSc (Hons) in Mathematics with Statistics from the University of Nottingham.