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 of experience. Jenny has worked on the client side with consumer champion Which? and agency side with some of the UK’s most beloved brands, including O2 and John Lewis. In 2020, she qualified as a professional coach, broadening her skills to support both individuals and organisations.
FeedForward is built on the feedforward philosophy, which emphasises using feedback not only to reflect on the past but, more importantly, to identify opportunities for the future. Jenny has spent many years proving the value and impact of tracking, helping brands transform data into powerful insights that inform strategy and lead to meaningful change.
After years of leading agency teams, Jenny understands the specific challenges agencies face in delivering high-impact tracking solutions for their clients. Through FeedForward, she partners with agencies not only to deliver brand and CX tracking but also to support their growth plans in a tangible way - helping them win and retain more tracking clients and achieve their commercial goals.
Whether she’s dancing at festivals, baking cauliflower cakes, or working with agencies to unlock new opportunities, Jenny is passionate about fostering growth and progress. If you’ve come across FeedForward, you might be an agency aiming to unlock more value from tracking - for both your clients and your business. Jenny and her team would love to help you make that happen.