our people

Tracey Rankin is the Director of Alchemy. An experienced qualitative researcher who specialises in emotional and motivational research, Tracey has been eliciting people’s stories, archetypal motives and subconscious patterns for the past twenty years.

Tracey created Alchemy Research & Insight in 2012 after ten years at Yellow Door. Her experience spans fifteen countries and multiple categories, and her work has helped Australian, international and multinational clients to create more compelling brand identities and build stronger connections with consumers.

Tracey is skilled in the art of interviewing and getting people to open up. Her particular expertise is in revealing people’s inner stories about a category and brand, and interpreting what she finds in a meaningful and useful way for marketers of branded goods.

Tracey Rankin - Alchemy Research