Louise Couchman

Director, UK

Louise has a flair for the dramatic, both in her consumer research and her own aspiring acting career. She has been with Firefly Millward Brown for almost 18 years and is a brand and communication expert.   Known has one of the “kids experts” at Firefly, Louise’s favorite consumers to work with are children, aged 5-16. She is a UK representative of KidSpeak, which is Firefly’s standardized approach to children’s research across Europe. She understands children and teenagers and was asked to run a teenage panel at the WFA conference in Brussels (2013) on how the digital world is impacting on their use of and attitudes to brands, and she has been published in Brand Republic 'Understanding today’s teens'.

Louise has worked most recently with Reckitt Benckiser, Boots,  Nestle to help develop a number of their brand communication strategies.  

Louise holds a BSc in Sociology and Social Anthropology from the University of Ulster, a Post-Grad diploma in Marketing from Kingston University and the MRS Diploma

Quick Facts:
  • Joined Firefly in 1997
  • Acts in and directs amateur dramatic productions
  • Runs a drama club for local children in her village
  • Enjoys horse riding, tennis and painting