Principal & Director

My work specialises in using qualitative research methods to assist the development of social marketing campaigns and services for government, health and community agencies.

Over the years, I have conducted exploratory, strategic and concept testing research for nationally and internationally recognised and awarded campaigns on numerous health and social issues – smoking, alcohol, sun protection, nutrition, weight management, cancer screening, early detection of heart disease and stroke, gambling, violence and respectful relationships, amongst others.

My experience in the field of social marketing campaign research has provided me with a unique understanding of the nuances of social marketing within the complex field of health behaviour change. As well as working with clients throughout Australia, my experience has been used to inform the development of protocols for the testing and evaluation of health behaviour change advertising that have been used extensively through Asia, Africa and the Americas to assist in the development of localised social marketing campaigns (Murphy, M., Wakefield, M., Durkin, S., Cotter, T. “Using market research for concept development of anti-smoking commercials.” 2010, Cancer Institute NSW).

As well as campaign research, I have been involved in a broad range of strategic and program research for health and social agencies. This has included branding and positioning research, research for the development of corporate communication campaigns, and research for the development and evaluation of programs, products and services. Related clients have included not for profits, such as Diabetes Australia, BreastScreen Victoria and NSW, Women’s Health Victoria, MS Society, World Vision, Red Cross and Gippsland Southern Health.

Specialising in the field of health and social research, I have a particular interest in understanding and helping to develop programs and communications for addictive and difficult to change behaviours.

Over the years, I have facilitated group discussions with a broad diversity of target audiences, having conducted thousands of interviews and focus groups with all manner of people: workforce representatives, health professionals, industry peak body representatives, policy makers, and the breadth of the Australian population.

My research career began in 1987 working with the Centre for Behavioural Research in Cancer, a department of the Cancer Council of Victoria. It was during this time that I was introduced to qualitative research methods. In 1993 I established myself as a freelance research consultant and in 1996 I formed a partnership with Dean McDonald establishing Market Access Consulting and Research, continuing my work in social and health research. In 2009 I was invited to join The Social Research Centre as Director of Qualitative Research to establish its qualitative research division. I launched MMResearch at the beginning of 2012, and have since focussed my work on the specialist field of health behaviour change and social marketing research.

I first undertook a Bachelor of Arts degree at the University of Melbourne, majoring in psychology and politics. I subsequently completed a Diploma of Applied Science (Naturopathy) from the Southern School of Natural Therapies, and a Graduate Diploma in Applied Psychology from Swinburne University. I am a Member of The Research Society.