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Big Picture

What’s in a name? In our case, it’s everything.


Big Picture began life in 2001, born from a desire to get clients closer to their customers’ needs. Chasing actionable insights and driving change that matters is what gets us up in the morning.


Our name derives from the belief that successful businesses do the big and small things well, yet both require a dash of creativity.


Inspiration. Innovation. Immersion. These are our founding values and we bring them to life in everything we do.


“You never really understand a person until you consider things from his point of view"

Harper Lee

Carl Cato – Symonds

Carl is a partner and director of Big Picture. Carl is arguably New Zealand’s leading brand insight tracking expert. In his ‘pre-Big Picture life’, Carl headed up the largest brand tracking and strategy division in New Zealand. He took his insight and enthusiasm for brands with him when he became a partner in Big Picture in 2001.


Carl’s vast range of experience in branding and quantitative research spans all areas of retail, service and FMCG – and he personally leads several of Big Picture’s accounts. Over the years Carl has been responsible for developing a number of proprietary modelling tools that are now being used by some of New Zealand’s leading companies.


In his spare time you will find him indulging in his passion for retail – with a touch of retail therapy egged on by his three daughters, and enjoying the odd pint or two.


Jennifer Calvey

Jennifer is a nomadic Kiwi having lived abroad for most of her life. This exposure to different people and places has given her a real passion  for understanding cultures and customs, which is why she enjoys and excels working in research and marketing strategy.


Having gained a Master’s degree in Social Anthropology from University College London, Jennifer moved into the world of research and pharma. She worked for one of the most highly respected healthcare research agency in London for several years so brings a wealth of experience and expertise understanding business challenges especially in this field. Jennifer has a particular interest in Discourse Analysis, Ethnography and Immersive techniques having practiced these at length over the years.  Outside of work she loves travelling, hiking around New Zealand and singing soul music.

Lata Kotian

Lata is the 2IC of George Street where she organises recruiting for various projects. She has backgrounds in geography and technology, and has recently completed a post-grad qualification in business.

She enjoys interacting with people and loves the idea of a team working together for a common goal. She firmly believes that it’s important to give back to society and carries a happy-go-lucky attitude.

In her spare time she’s often found relaxing, regularly in the form of gardening, reading and watching movies.

Nathan Farmer

Nathan is a partner at Big Picture and one of our leading consumer strategists. Nathan is passionate about being at the coalface and talking to customers; as well as being a passionate advocate for needs-based modelling and archetypes.


Over his career, Nathan has spent several years overseas; much of this in the Middle East and he has strong experience in running multi-country projects for leading companies including Unilever, HSBC and Nestle.


Nathan is our resident fitness guru and when he’s not cycling around town or hitting jumps in Woodhill forest with his three boys, he can be found pounding the pavement on the Shore with his wife and their running club.

Richard Bourke

Big Picture’s founder, Richard, has facilitated literally thousands of encounters between clients and consumers over the years but still holds a real fascination and excitement around ‘what could be’.


Richard is a highly experienced brand strategist and is one of New Zealand’s leading qualitative specialists. His 20+ years experience in marketing, advertising and research consultancy is the bedrock of Big Picture, and he is a key driver in Big Picture’s innovative approaches to engage and immerse client’s in the customer experience.


Over the past 20 years Richard has helped develop some of New Zealand’s biggest brands including Telecom, Toyota and Lion. As well as providing insight for over a hundred other clients facing a range of challenges and opportunities.


Outside of work he writes music and when he gets time, jams with friends. If he’s not kicking back with a guitar he can be found hanging at the beach or down at the mountain with his family.

Bridget Lampard

Bridget has worked in both corporate and SME roles including as insight director for the likes of ACP and NAB.


As often as she can, Bridget is down in Ohakune enjoying the slopes with her family and friends.

Catherine Warn

After gaining a Master’s degree in Political Science, one of Catherine’s first jobs in the research field was to poll political party preference leading up to the 1996 NZ General Election. She was hooked. Since then, she has worked on numerous projects delivering insights across a wide range of brands and organisations in New Zealand and the UK, in both agency and client-side roles.


Growing up as an expat kid in Asia and Latin America and having travelled extensively, Catherine is proud to call New Zealand home, strongly believing it to be one of the best countries in the world. She loves netball, tennis, and long leisurely meals with family and friends.

Jo Mitchell

Jo’s curiousness has taken her around the world where she has conducted qualitative research in Europe, Asia and Australasia. Jo is passionate about understanding different cultures and ethnicities, being brought up in Hong Kong, England and New Zealand has meant she wears different cultural hats and this makes her naturally curious about other cultural lenses. Within Big Picture she champions the need to understand NZ’s growing diversity & the dynamics of marketing to different groups. When it comes to marketing, brand strategy is her bag, she loves the ability of brands to be more than just a logo but a living entity that grows, changes and creates relationships with people.


In her spare time, you’ll find Jo wandering second hand stores finding new treasures that she can get crafty with or out taking photos of all the little things that  make life so great. And yes, she’s one of those annoying people who takes photos of food!

Kim Martel

Kim is passionate about engaging customers using new techniques. She leads the development and running of the Big Picture LIVE tool which is an exciting research program Big Picture is championing.


Originally hailing from the US East Coast, Kim comes from a sociology background and has a big interest in volunteering and human services.


Since being in New Zealand, she has been trying to explore as much of the country as possible, meaning she is often putting her hand up quickly for any projects around the country, and she has become very fond of New Zealand wines.

Lucia Henare

Lucia is a key member of our quantitative analysis team.

Throughout her close to ten years in the market research field, Lucia has managed many different projects, from mystery shopping through to large scale modelling. She has a double degree (BCom/BA) in marketing and statistics.

In her spare time Lucia enjoys hiking outdoors, baking and learning to cook a variety of ethnic cuisines.

Robyn Crozier

Robyn is a consumer strategist with more than 20 years marketing and market research experience.


One of New Zealand’s senior consumer strategists, Robyn has worked across a diverse range of clients, markets and countries. Having done both qualitative and quantitative for clients and agencies gives her a holistic point of view when talking to clients.


In her spare time, Robyn can be found waving her makeup brushes around as she transforms TV presenters or initiates people into the wonderful world of colours and makeup.