Our Team

Directional Insights is a fully accredited research consultancy. Our team of research specialists are well versed in the intricacies of the Retail and Property markets with over 50 years combined experience between them. We understand your language and practices, and we understand the issues both you and your customers face. Our team includes:

• Peter Kelly, Managing Director
• Helen Bakewell, Founder and Principal Consultant (QPMR)
• Kylie Newcombe, Principal Consultant
• Carmel Smith, Principal Consultant
• Adam Innocenzi, Research Executive
• Sarah Murray, Research Analyst
• Brooke Chehab, Marketing Coordinator and Research Assistant
• Stephen Richard, Research Assistant
• Margaret McQueen, Office Manager

The Directional Insights Team are members of:

• Australian Market & Social Research Society (AMSRS)
• Property Council of Australia (PCA)
• Australian Property Institute (API)

We are also:

• Guest lecturers for the Property Council of Australia’s Professional Development Courses
• Key note speakers at industry and client conferences.

Peter Kelly, Managing Director

Peter has sixteen years experience in consulting and qualitative commercial and media research. Working mainly with multi-nationals companies across a number of sectors including finance, critical infrastructure, lighting and food ingredients. Peter was previously a country manager for Spire Research and Consulting.

Helen Bakewell, Founder and Principal Consultant

With qualifications in Business, Marketing, Property Valuation and Facilitation and a career spanning 20 years in the research industry, you can rest assured knowing your research project is in good hands.

Helen has an extensive background in consumer and economic research, with her area of specialisation being retail, shopping centre and residential environments. Helen spent seven years as National Research Manager for Lend Lease Retail, designing research departments, managing a team of analysts and managing major projects including Melbourne Central, Penrith Plaza and Sunshine Plaza.

In September 2003 Helen became one of a select group of market research specialists in Australia to be awarded the Market Research Society of Australia’s (AMSRS) industry accreditation of Qualified Practising Market Researcher (QPMR)*.

In 2006, Directional Insights was included in BRW’s Top 50 of Australia’s Fastest Growing Start-ups.

Kylie Newcombe, Principal Consultant

Kylie Newcombe is an experienced Senior Qualitative Researcher with experience across a number of sectors including Retail, FMCG and Health and Beauty. Kylie has conducted hundreds of groups and interviews looking at the motivation set that ultimately drives consumer behaviour. Kylie has also undertaken studies examining business process change, and evaluation of services in a B2B context.