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Meet the Team

Pete Masters (Founder)

Managing Director

Pete set up Farsight in 2010 after 10 years consultancy work across the public and private sector. Originally trained as a lawyer, he quickly recognised that he found it more exciting to help organisations solve problems with their business, information and technology.

That meant project delivery (Pete is a published author on the use of Project Management Software), business and technical analysis (including leading the largest cross-departmental technology service in the UK government), policy (including drafting measures and taking things through parliament) – and any thing else needed to make things run smoothly.  He’s been doing the same thing ever since and it never gets old.

Charlotte Hurst (Director)

Head of Consultancy Services

Charlotte is head of consultancy services at Farsight.  This means that she oversees all of our consultancy work and works closely with the team to ensure the quality of our services remain first rate.

Charlotte also takes on strategic level work with key clients and leads larger projects, as well as coaching and mentoring our team.

Charlotte’s wide range of experience includes leading major projects and programmes across the non-for-profit, public and private sectors, particularly around transformation and innovation.

Zahra Zafarani

Head of People & Senior Consultant

Zahra is a business psychologist with over 8 years experience specialising in coaching, developing and transforming people, teams, and organisations.

With her background and interest in learning, coaching and empowering others Zahra leads on projects that combine organisational design, people transformation, business analysis, and user research.

Zahra is at her happiest when she can empower people to discover their potential – she puts this passion to great use as Farsight’s Head of People, working with the rest of the Senior Management to define and deliver our People Strategy.

Ben Kirby


Ben trained as a biomedical engineer, then a ski instructor, and now works in digital consultancy!

He is most often found in government digital departments, doing business analysis and service design, helping teams to build products that are good value and great for users.

As a data expert with excellent communication skills, Ben often splits his time between poring over spreadsheets and facilitating workshops.

Ian Vickers


Before joining Farsight in 2013, Ian spent a year in Nepal working in the development sector and trekking around mountains.

Ian now works in government digital departments as both a Business Analyst and Product Owner.

He has extensive experience working in multi-disciplinary teams mapping, modelling, and analysing service landscapes in order to identify opportunities for doing things differently. He enjoys setting his mind to tricky challenges and developing workable solutions that add real value to users.

Steven Legg


Following four years at Oxford studying galaxies, clouds and snowflakes, Steven now uses his analytical mindset to gain insight, solve problems, and diagnose real issues.

He assumes the roles of Business Analyst and Delivery Manager and applies his sophisticated grasp of technology and data when working with public, private, and not-for-profit organisations – delivering technology and digital solutions.

He is also very experienced in designing and executing testing for complex digital solutions and has recently developed a new approach and tools for managing the logistics of complex testing.

Mike Emery


After graduating from Exeter University in History and Politics Mike went on to complete a postgraduate degree in International Security and Development at Kings College London.

Mike has an inquisitive and enquiring mind which he applies to solving complex problems, creating innovative solutions, and helping people to see things differently.

He applies this mindset along with skills in business analysis, data modelling and facilitation when working with agile delivery teams in government, and with technology suppliers across the private sector.

Roya Athill


After completing a masters’ in Chemistry at Oxford, Roya worked for a short period in an investor relations firm before moving into an Ed-Tech Start up.

She has since worked in a range of government departments primarily in transformation projects – helping organisations harness digital solutions to rationalise and redesign their services and transform their business.

Roya builds relationships quickly and has a great understanding of the space she operates in, enabling her to develop the thinking of the people she works with and getting them to see things differently.

Matt Wyman


Matt has a strong analytical background having studied Biological Sciences and Veterinary Medicine at Cardiff and Cambridge University. Matt channels the rigour of his academic background to produce thorough analysis that helps people see things differently.

He is currently working within government departments adopting agile methodology to drive digital and business transformation. Matt uses a range of techniques and methodologies to deliver real value and transform the way things are done, including service mapping, business and performance analysis, cost modelling, and user analysis.

James Asamoah


James combined an Economics degree with a passion for music tech at Loughborough University.

He has experience in designing and implementing process improvements in a diverse set of industries, from the digitalisation of the rail network, to gold-mining, and marketing in creative industries.

James is used to adapting quickly to new environments, using an enquiring mind to think through complex problems logically and creatively.

Matteo Quacquarelli


Before joining Farsight Matteo studied Economics and Management at Bristol University.

He has experience in the financial services sector, working as a Mergers and Acquisition Analyst, and has now turned his attention to digital transformation.

Matteo is a strong user-focused Business Analyst that successfully combines deep analysis and insights across data, people and policy to move things forwards and deliver value to organisations, users, and service providers.

Mark Kenny


Mark graduated from Warwick University with a first-class degree in History and Politics. As part of his degree, Mark spent a year down under on an academic exchange in Melbourne, Australia.

Mark has extensive consultancy experience within the public health sector and cut his teeth working for a London based e-Learning start up before he joined Farsight.  Since then he has been working on large digital projects in the probation and housing sectors.

He has a proven track record of successful digital analysis and delivery management which stems from his strong communication skills and relentless desire to innovate.

Alex Jenkins


Alex is an award-winning print and digital designer with over 10 years experience of making things look awesome!

As a cross discipline designer there are few areas Alex hasn’t worked in. He works closely with the client delivery team applying his conceptual mind, bold and bright ideas, and creative flare to a range of client delivery projects.

Alex has an eye for translating complex information, concepts and ideas into something visually clear, easy to understand and engaging and is a real asset to the team.

David Unwin

Support to Head of People

Before working at Farsight, David studied Management (with Economics) at LSE for three years, graduating with a degree in 2017.

David works closely with Zahra, the Head of People, to deliver the people strategy within Farsight. Increasingly, both Zahra and David are working with clients to deliver people services externally.

David’s background in Management means he’s learning to practically apply the theories that he learnt at University in order to maximise people effectiveness.

May Lam

Office Manager

May joined Farsight with a wealth of experience, having previously provided Reception and Front of House services for companies like Interquest and Deloitte, as well as providing customer service at Tiffany’s and serving as Cabin Crew for Cathay Pacific.

May supports the team in a number of areas including organising team and client meetings and ensures the office is running smoothly.

Oli Roth


Oli graduated from University of Oxford University with a degree in English.

He has a strong analytical background and an enquiring mind. Before joining Farsight, Oli worked in NHS Blood and Transport where he worked on their key operational challenges and programme delivery.

Oli is currently working in government departments supporting them develop and roll out new services aligned to citizen’s needs.

Pippa Reid


After graduating from the University of Oxford with a degree in Geography, Pippa went on to complete an MSc in Environment, Society and Politics at University College London.

Now at Farsight, she enjoys investigating complex problems, and applies her inquisitive mindset to challenge assumptions and suggest innovative solutions.

She takes on the role of Business Analyst in Agile service delivery teams, where she combines analysis of data, findings from users and policy research to ensure that her team are able to ask and answer the right questions.

Tom Hall


Tom joined Farsight from the consumer organisation Which?, where he worked with the company’s senior leadership team on company strategy and on the launch of new digital services and products.

Tom builds trusted relationships quickly and uses varied modelling, mapping and analytical techniques to enable stakeholders to spot opportunities and see things differently.

He’s often found in government digital departments, where project teams make the most of his experience as a Business Analyst and Service Designer.

Gemma Say

User Research / User Centred Designer

Gemma is a user-centred researcher and designer with a degree in Design Ergonomics.

She joined Farsight with a wealth of experience as a Human Factors Researcher and Designer within the rail sector, which she now uses across a range of digital teams working to improve the experience of end users.

She has a strong focus on users’ journeys through products and services, and brings research and analysis skills together with careful planning to produce accurate insights that inform creativity and innovation from a user’s perspective.

Julia Littleboy


A strong communicator and empathiser, Julia seeks to build lasting relationships with clients and collaborate with them to help them meet their users’ needs.

Julia studied English at the University of York and undertook further study in Art and Business. She then worked in the finance, art and third sectors before joining Farsight.

She has experience working at the heart of wide-ranging transformation projects, helping stakeholders work together to ensure that the project delivers on the right outcomes effectively.

Joe Crawford


Joe spent his time after graduating from Loughborough University in the nuclear defence and pharmaceutical industries, while also managing to pick up experience rehabilitating injured athletes as a qualified sports masseur.

He now spends his time driving key digital projects forward using his analysis, problem solving and facilitation skills.

His confidence as a Business Analyst and Delivery Manager, combined with his ability to adapt quickly to a changing landscape, sets him up well to make a real difference to each organisation he works with.

David Swordy


David joined us at Farsight following two years in the research industry, where he developed his analytical and project management skills. He has a Master’s degree in Social Policy & Research from University College, London, with interests including statistics and the philosophy of education.

He now works as a Business Analyst in government digital teams, supporting the development of new and better services from the ground up. He is comfortable working across the public, private and not-for-profit sectors.

David brings together user research and service modelling to help projects’ stakeholders work through complex issues, take informed decisions and effect lasting change.

Roos van Gent


Having studied public administration and political economy in the Netherlands and at the London School of Economics, Roos enjoys politics, and worked in government, and at a start-up promoting youth empowerment worldwide, before joining Farsight.

She now continues to use her academic training and wide-ranging hands-on experience in her role as a Business Analyst across both public and private sectors.

Roos excels in connecting with people, and adapts quickly to different environments. Always driven to learn and improve, she wins the trust of others and works with them to create solutions that deliver lasting value.

Rebecca Noble


Rebecca joined Farsight from the civil service, where she worked as a policy adviser with a range of project management and research responsibilities. She holds a PhD from the University of Warwick and a History degree from the University of Oxford.

She is confident helping a team engage with a diverse range of project stakeholders and understanding the ‘big picture’ of policies and strategies while anchoring it in the details of her analysis. She brings this expertise to bear in the roles she takes on as a Business Analyst.

Outside work, Rebecca is also a trustee for a mental health charity in Coventry.

Sophie Keren


After completing a Masters at Cambridge University, Sophie worked as a heritage consultant for several years, prior to joining Farsight in January 2019.

Sophie is a very confident and experienced researcher, able to adapt quickly to new topics. Her key interests include the intersecting relationships between people, places and institutions.

During her time in the heritage sector, Sophie became a fully-accredited member of the IHBC, due to the depth and breadth of experience she gained in working across a range of projects. This professional experience allows her to delve quickly into the heart of a project, and to make well-informed decisions about complex issues.


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