What we do
We specialise in delivering tracking research, offering a unique outsourcing solution for agencies and consultancies in market research, strategy and CX
Here’s why
Most brand and CX trackers never reach their full potential, losing momentum long before delivering meaningful results. Clients, quite rightly, judge trackers by the value they provide - and when they fall short, it impacts satisfaction and trust.
For agencies, trackers are notoriously difficult to resource, manage, and improve. A sluggish tracker becomes a burden, dragging down internal efficiency, employee engagement and client satisfaction.
This is where FeedForward Research comes in. We help agencies keep trackers on track, ensuring they deliver measurable value and impact for clients.
But we don’t stop there. We also support agencies in achieving their growth ambitions - strengthening client relationships and helping open doors to new opportunities. By balancing client delivery with commercial impact, we help agencies thrive on all fronts.
A bit about us
FeedForward Research was founded by Jenny Betteridge, a measurement and insight specialist with 20 years’ experience. Jenny has worked both client-side, with consumer champion Which?, and agency-side with some of the UK’s most well-known brands, including O2 and John Lewis. In 2020, she qualified as a professional coach, expanding her work to support both individuals and organisations.
FeedForward is built on a simple idea: that feedback is only useful if it helps shape what happens next. The focus isn’t just on understanding the past, but on identifying where to go from here. Jenny has spent years demonstrating the value of tracking, helping brands turn complex data into clear, practical insight that drives better decisions.
Having led agency teams, Jenny understands the realities of delivering tracking programmes - the pressure to balance quality, efficiency, and impact, while still creating something clients genuinely value. FeedForward was set up to support agencies in doing this well: delivering robust brand and CX tracking, while also strengthening their offer and making it easier to win and retain this kind of work.
FeedForward works with agencies as a partner, bringing specialist expertise where it’s needed - whether that’s improving an existing tracker, building something new, or helping teams feel more confident in how they design, deliver, and use tracking.
If you’re looking to get more from tracking, both for your clients and your business, we can help you do that in a way that’s practical, focused, and built to last.