Jill Caldwell – Researcher Since 1989

Jill CaldwellI’m Jill Caldwell. I’ve been researching New Zealanders since 1989. I help people in businesses and organisations to build strong relationships with their customers and to make a positive difference in their communities.

I formed Windshift in 2000, after 11 years in the market research industry.  A lot has changed since then – especially the technology of market research.  As a result, I’m helping more organisations to do their own research.


There can be a big difference between doing research and doing it well. But it doesn’t have to be complicated – to me, research is just another way of communicating. If you do it well,  you end up forming stronger relationships with the audiences that matter to you.

Besides research design and mentorship, I also share insights into the hearts and minds of New Zealanders. The main formats I use for this are reportsblog posts, and my Unfiltered and Unguarded email newsletter [see below].  I co-wrote 8 Tribes: the hidden classes of New Zealand and recently  produced a book of my articles and newsletters called Beautiful Lies: Messages From A Changing World.

Clients and Networks

  I work with a range of private companies, public sector organisations and agencies, including [in the last 12-18 months]: 

AA Insurance | Assignment Group | Central Otago District Council | FCB New Zealand | Forest & Bird |  HT Group |  Ogilvy New Zealand | Sputnik Ltd |  Water New Zealand | Wellington Regional Council

I formed the Windshift Network to keep people up to date with what I’m thinking and doing. Join the Network to get updates  when we launch new reports or post new articles. Just enter your first name and email address below.

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