Sarah MacDonald

Sarah Macdonald is a seasoned professional in UX research and design, currently serving as a Senior UX Researcher at Tesco since July 2022. Prior experience includes roles such as Senior Design Researcher at HSBC and Freelance Researcher at Wild Card Research. Previous positions also include Customer Experience Researcher at Hitachi and Associate Director at both Savanta and Jigsaw Research. Sarah began their career as a Research Manager at Populus Limited and has worked as a Research Consultant at System1 Research. Starting in the research field at Kantar, Sarah advanced from Senior Research Executive to leadership roles. Educational background includes a Bachelor of Commerce (BCom) Honours in Marketing Management and a Bachelor of Commerce in Communication from the University of Johannesburg, along with further studies at the University of Oxford.