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

To learn more, please contact Jill directly 

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