About Us

Our Skills Partnership:

Not only do you benefit from our extensive client side experience which makes us very realistic down to earth innovators, our clients also benefit from our unique skills partnership. Together we are able to combine the voice of the consumer with relevant commercial and strategic considerations, making our contribution more pertinent and actionable.

We founded Upswing Innovation to harness our passion for Innovation and work across different Brands, Categories and Businesses.

Amanda Clegg
Amanda Clegg

Amanda is an expert in brand marketing and innovation. After many years successfully delivering innovation projects client side, she brings huge strategic and commercial experience to our clients. She has led many innovation projects from inception to launch, including launches with award winning packaging, and technical breakthrough innovation projects.

She has many strings to her bow from developing brand and innovation strategy, innovation process expertise and idea/creative development. With excellent analytical and communication skills, Amanda is passionate about keeping clients’ strategic business objectives in focus throughout every project. Outside of work, she loves travelling, making jam and volunteering in the slums of New Delhi, where she has taken teams for the last 9 years.


MA Degree in Experimental Psychology, Oxford University.

Preparing to Teach in the Lifelong Learning Sector (PTLLS) qualification (now known as Award in Education and Training (AET).)

Tracey Webster
Tracey Webster

Tracey is an experienced and skilled innovator, she has created bespoke ideation and qualitative research programmes for brands, product and packaging. As a moderator, Tracey loves engaging with consumers and uses a range of tools and creative techniques to probe deeper to distil richer actionable insights for our clients. Tracey uses her Food Science background to translate consumer desires into valuable technical direction.

As a facilitator, Tracey believes in creating a positive environment of fun and energy to release latent creativity and encourage problem solving. She gently pushes people to think differently, to get to new and interesting ideas. When she has time Tracey enjoys spending time with her oil paints and easel, cheering on the England rugby team or creating Wedding Cakes for family and friends.


HNC  Food Science & Technology

MRS Advanced Certificate in Market and Social Research.

What people have said about us:

“I had the pleasure of working together with Amanda on numerous Innovation & NPD projects on well known brands within the Ambient Snacks category. Amanda combines her extensive marketing knowledge & experience with an open, collaborative, yet focused approach to help deliver business objectives. She is a fantastic project & stakeholder manager and real asset to any business wanting to develop and drive their Innovation strategy. I look forward to working with Amanda again in the future.”
Lindsey Solomons – Founder at NPD Edge Ltd.

“Amanda is a dynamic, passionate innovator that has worked for me while both at KP snacks over a number of years on different projects and brands.
She has extensive marketing knowledge and brings fresh strategic thinking to any project.  Her insight and commercial expertise has created new perspectives on business strategy. She is creative in idea generation and articulate in concept writing. She consistently delivers beyond expectations and I would highly recommend Amanda for any future innovation project.”
Debbie Rycraft – Innovation Director InnSync Ltd.

“I have worked closely with Tracey across a number or projects during our time in UB where she always provided a highly professional service. I have used Tracey across a number of challenges in McVitie’s Cake Company, such as facilitation of ideas gen sessions, insight generation, leading concept generation sessions, and running consumer focus groups. Tracey is very skilled in her disciplines. I have found that Tracey always gets to the root of the problem before recommending how best to approach it. She understands business challenges whilst showing empathy to the consumer problem in order to recommend the best solution for both parties.”
Anne Wareing  – Innovation Marketing Manager, Humdinger

“Tracey has done outstanding work for me on various innovation and consumer insights projects over a number of years, developing new product concepts for a key Pladis customer.
She organised and managed several different kinds of innovation process aimed at generating new product ideas, testing them with consumer focus groups, and assessing their technical feasibility.
Tracey has in-depth knowledge of baking and food processing, and always brings fresh ideas and imaginative insights to an innovation project.
She is a pleasure to work with and I would recommend her for any innovation and consumer insights project.”
Ken Power,  Lead Business Account Manager, for M&S (Retired)

Our Associates:

We have curated a unique network of specialist associates who we bring in for their expertise if a project requires it:

  • Qualitative research partners overseas
  • Quantitative research
  • Packaging experts
  • Designers and branding experts
  • Technical product development and NPD
  • IP
  • Visualisers
  • Semioticians
  • Behavioural scientists