What it's like to work with Between

Working with Between is collaborative, practical and geared towards making a difference

We're not in the business of going quiet, building slides and reappearing with 'the answer'

We work alongside your team - shaping thinking as we go, solving problems together and delivering work that has genuine impact on your business and brand

How we work

We start with you

Your context, your challenges, your version of success

We connect what matters

Insight, experience and everything you already know but might not be using fully

We simplify the complex

Clear thinking, straight answers, practical direction

We strengthen your team

Helping your team grow in confidence, capability and impact

We deliver with you

Staying involved from strategy through to activation to ensure real impact

Meet the founders

Rachel Williams

Qualitative specialist, Insight strategist and Semiotician

I've always loved insight. It's among the things that get me up in the morning. Speaking to real people, understanding views, spaces, places and unlocking moments in time. And helping work out what it all means for businesses big and small is where real change can happen

I've had the pleasure of working with amazing clients throughout my 20 year career. Spanning multiple sectors from mobile & broadband to biscuits and everything in between

I love learning new things, so on top of being a qualitative insight practitioner, I'm also a Semiotician - studying, signs and meaning in culture. It all goes hand in hand, helping uncover the unexpected, tap into opportunities, spot unmet needs or figure out how to articulate an offer in the right way

My superpowers are inspiring others, making insights easy to digest, delivering the 'how can you use this?' with impact and making the work we do together engaging and fun!

Neil Elliott

Qualitative specialist and insight strategist

For me, insight is about unlocking what sits beneath the surface - the patterns and pressures that help brands and organisations make smarter, more human decisions

That curiosity has shaped my career, taking me across a wide range of sectors, from fast-moving consumer worlds to complex service industries, creative categories and everything in between. Along the way, I've woven together behavioural science, cultural insight and qualitative research to get closer to the motivations, tensions and signals that shape how people think, feel and act

I love getting into the detail, the habits, contradictions and subtle cues and turning them into something clear, useful and commercially meaningful for brands

And I use my experience to help teams build the confidence and capability to do the same, so insight doesn't just land in the moment but embeds, grows and influences decisions long after