Experts in veterinary and companion animal insights

CM Research is now part of Kynetec group!
CM Research is an experienced research agency focused on the veterinary and companion animal sectors. We have been advising our clients on their brand/product development, performance, positioning and future facing strategy for over 10 years.
We are experts in new product development, segmentation, modelling, ad testing and brand health tracking.

We help our clients to become more profitable through actionable insights – all informed from our extensive experience in this sector. Our insight informs market understanding for the world`s largest pharmaceutical/pet care brands on how to market and promote their products and services.

Here are some of the clients who we have worked with:

We offer the veterinary panel with the widest coverage in Europe. Over 28,000 veterinary professionals are members in UK, France, Germany, Spain, Italy, Sweden, Belgium, Poland, Netherlands, Czech Republic, Denmark, Finland, USA, Canada, Brazil, Argentina, Australia and South Africa.


Carlos Michelsen

Managing Director

Carlos has over 20 years experience in Market Research gained through working at TNS and Added Value. During that period he worked for companies as diverse as Carlsberg, Colgate-Palmolive, Pfizer, Masterfoods, Hill’s and Bayer. For TNS he was UK head of NPD and in Added Value he was UK Head of Quant.

Abi Moorcock

Research Director

Abi has over 12 years’ experience in quantitative and qualitative research, including time at RI, Kantar TNS and Breaking Blue. She specialises in innovative methods and behavioural science, and enjoys using a range of techniques in all research she designs. She has previously worked for a diverse range of companies including Bayer, Kimberly Clark and Boehringer.

Emilie Thorpe

Associate Director

Emilie joined CM Research in September 2017. With close to 10 years’ experience, Emilie is well-versed in conducting both quantitative and qualitative international market research. Emilie has built her experience in providing pharmaceutical companies with actionable insights while working at Kantar Health, prior to joining CM Research. Emilie holds a degree in Sales and Marketing.

Camilla Bennison

Associate Director

Camilla has over 20 years’ experience in Market Research, spanning a wide range of consumer and business to business market research areas, techniques and client sectors with particular specialisms in new product development, brand and communications development, pack testing and stakeholder management. Prior to joining CM Research,she worked for TNS,IPSOS Mori,Metrixlab and Fly Research.

Tanya Michelsen

Associate Director

Prior to joining CM Research, Tanya spent five years at Ipsos MORI conducting international quantitative and qualitative research for brands like GlaxoSmithKline, Facebook and Instagram. She has a strong background in brand health tracking, communications development and ad-hoc research. Tanya values a close partnership with clients to fully understand their needs and advice on the best actions moving forward for their brands.

Maria Lindahl

Associate Director

Laurel Whitten

Associate Director

Laurel joined CM Research at the end of 2022. She has over 20 years’ experience in international quantitative and qualitative research on both agency and client-side, including time at Bass Brewers, Research International, Martin Hamblin, GfK NOP, Clusters and Mumsnet, working with a diverse range of companies and sectors.

Gabi P. Valdivieso

Panel Operation Manager

Gabi has been with the company since its launch in 2009. Always enthusiastic, she is highly focused on customer support and works hard to ensure that customers receive an excellent level of service. She is fluent in English, Spanish and Portuguese. Gabi studied Fine Art at Kensington and Chelsea College in London.

Naomi Potter

Research Manager

Starting out in a general research agency, Naomi quickly realised that the pet and vet industry was the place to be! Coming up six years at CM Research, she has expert researcher knowledge in everything from pharmaceuticals to pet food. Naomi specialises in qualitative methodologies, is an experienced moderator and enjoys producing visually engaging reports that communicate results effectively. 

Ali Birch

Research Manager

Before joining CM research at the start of 2022 Ali has 8 years of quantitative research experience, previously working at Kantar conducting research studies internationally with a focus on advertising, brand health and consumer behaviour. Ali enjoys familiarising herself with clients and their business challenges to be able to produce research of real benefit to them.

Ioli Nissim

Ioli Nissim

Senior Research Executive

Ioli studied for a BA in humanities and two MAs in cultural policy and art education. She worked in various museums and galleries in London before pursuing a career in market research in 2017. Since then, she has worked in media agencies and in qualitative research for clients such as Google, Pinterest, ITV & Waitrose. Although her experience lies in qual, she is interested in all methodologies. She is also interested in mental health and is currently doing a part time course in psychotherapy.

Lorena Popa

Lorena Popa

Senior Research Executive

Lorena completed a MSc in Organisational Psychology at City University of London in 2019. She started working as a freelance Transcript Analyst for Research Partnership UK in January 2021, and recently joined CM Research. Lorena enjoys researching and analysing data.

Roohul Husain

Senior Research Executive

Roohul has been in the Marketing and communications industry for over 15 years, conceptualizing and executing campaigns for banks, education institutions and not-for-profits. She specialises in stakeholder management and enjoys designing campaigns for children and young adults. Roohul holds a degree in Consumer Marketing.

Freya Riches

Freya Riches

Research executive

Myles Donnelly

Senior Research Executive

Tricia Bonner

Senior Research Analyst

Tricia joined CM Research in June 2017 with over 15 years of Market Research experience, having previously worked for TNS and Kantar Health. She started her career in Data Processing then moved into Survey Scripting, where the majority of her expertise lies. She has a degree in Maths.

Maricarmen Felices

Qualitative Research Coordinator

Maricarmen has been involved in the arts and culture sector as an artist, teacher, curator, and gallery owner. As a project manager she has led multi-disciplinary projects in areas such as visual arts, museums, education, literature, creative economy and performing arts.  Her ability to create, nurture and sustain networks has resulted in long lasting partnerships across international platforms.  Looking for a career change she joined CM Research in June 2021. 

James Murtha

Panel Engagement Manager

James has over 15 years’ experience in the market research industry working previously at companies such as Kantar, Lightspeed Research and All Global. Specialising in multi-channel engagement across both professional and consumer panels he strives to make the panellist’s journey as consistent, relative, and informative as possible.

Bianca Mc Donagh

Panel Marketing Coordinator

Bianca joined CM Research in January 2016. She graduated with a degree in Advertising and Marketing and gained her Masters degree in Marketing and Sales in 2010, in Brazil. She has worked for companies such as 3M and IBM before heading to London in 2010. Bianca is a native Portuguese speaker who enjoys travelling.

José Pérez

Senior Panel Engagement Executive

José joined CM Research in April 2017. He studied Pedadogy at UCM – Madrid, Spain. Native Spanish speaker, he has over 15 years experience offering disability support to people of varying disability levels and ages. Enthusiatic, empathic and diligent he ensures Vetspanel members receive excellent customer support.

Eileen Michelsen

Panel Engagement Executive

Bruna Dedaj

Payroll and Account Manager

A Bengal cat lover, and owner of 5, Bruna moved to the UK 20 years ago. She worked over 11 years for Rang Group Casinos, learning all aspects of the business from customer service to administrative position, which brought her to further her studies to ACCA  level. She has also worked for companies in the construction and healthcare  industry before joining CM Research.  Bruna enjoys travelling and watching movies.