Sally Baily

Head of Market Research and Analysis

Sally Baily is the Head of the Research Unit within the Leeds Office of the Knowledge Partnership.

Sally has considerable experience of the full range of market research and data analysis techniques, having spent over 15 years in various senior roles within the demanding and competitive environment of UK supermarket retailing and 5 years in a leading market research agency who specialised in data analytics. She joined The Knowledge Partnership in 2014, having previously been engaged with Higher Education within a university teaching role for 4 years.

Sally specialises in strategic marketing research where the need is to synthesise multiple data sources, both primary and secondary, quantitative and qualitative, in order to provide evidence to assist in answering key business questions. For example, in the 1990s, she helped set Tesco strategy for growth in Central Europe and was part of a small team who launched Tesco Personal Finance, with the benefit of the Tesco Clubcard database to quantify marketing goals and measure success. More recently she has used latest best practice to monitor customer feedback on their shopping journey and has continued to update her skill set in defining business questions and project scope, project management and leadership skills.

Her broad experience ensures understanding of the needs of a wide range of Higher Education roles from senior team to Heads of Department, Planners and Marketing specialists. Since joining The Knowledge Partnership, she has completed a full review of the UK Postgraduate Distance Learning market and has led commissioned research on Portfolio Reviews and primary, qualitative student focus groups.

A few of Sally’s favourite things outside of work include visiting North Cornwall for family holidays, skiing (but only the red runs) and keeping on top of a very productive fruit and vegetable garden.

She manages the Research team product range which includes:

  • SubjectView Reports
  • Course Benchmarking Reports
  • Tuition Fees Benchmarking Tool
  • Generic Reports analysing distinct market segments (e.g. Undergraduate or Postgraduate market trends, distance learning report)