Co-founder of Untapped, Sally is known for her relentless digging into human insight to help our clients innovate better products. She loves investigating new methods to get to deeper behaviours, needs and motivations, from face to face ethnography to digitally enabled tools. Prior to her time at Untapped, Sally spent 17 years client-side at P&G working in the UK, Germany, Japan and Dubai. Fluent in the worlds of Business and R&D, she gets excited by tough business questions and designing agile research to answer these. Sally is also a co-founder of non profit STEM Untapped.