Strategy consultancy The Forge appoints “gifted ethnographer” as director

Charlotte McDonald, who joins from Lifestream (previously Big Sofa), started her role as director of qualitative practice at The Forge last month.

At Lifestream, she held the role of senior director of insight strategy, specialising in behavioural insights through digital.

McDonald’s role is understood to be a new one at insight-driven strategic consultancy The Forge.

The Forge director Lee Manning-Craik said; "We have worked with Charlotte closely over the last few years when partnering with Lifestream, and are thrilled she has decided to join us. 

“She’s a wonderfully bright and gifted ethnographer and will bring a sharpness and clarity to our growing in-person and digital qual offers."

McDonald said: "I’ve had the pleasure of collaborating for several years and I’ve long been an admirer of their [The Forge's] work and people."