Enablers of business growth for organisations in the tourism and leisure sector

Angus & Associates – formed in 2002 by Cristine Angus, champions evidence-based planning and decision-making by organisations large and small.
Backed by more than 20 years’ experience, Angus & Associates has collaborated with many public and private organisations in New Zealand, Australia, Europe, North America, and the Middle East – enabling start-ups, informing SMEs, bringing fresh insights and approaches to the business of our corporate and government clients. We provide the specialist tools and knowledge so they can do business better and gain their competitive advantage.
As a testament to the value we add, many of our client relationships span years, including some who go back to our beginning. Over that time, we’ve won awards and accolades, including the coveted Industry Enabler Award (twice) recognising our valued contribution to New Zealand’s tourism industry.
Angus & Associates is an All-of-Government-approved (AOG) supplier of independent policy, research and development services for New Zealand Government agencies, and an influential member of Tourism Industry Aotearoa (the primary body representing New Zealand’s tourism industry).
We are strong advocates for professional research practice. Angus & Associates’ consultants belong to the Research Association New Zealand (RANZ), the Australian Market & Social Research Association (ASMRS) and other professional bodies. Our best practice in data security and privacy aligns internal systems and processes with the requirements of the EU GDPR (European Union General Data Protection Regulation).
winner of the Industry Enabler Award
(New Zealand Tourism Awards)

Meet the people behind Angus & Associates

We are proud of our can-do attitude, backed by almost 20 years’ experience delivering quality insights and actionable strategy on time and to budget. We also work with a qualified field team and a strong network of strategic partners across New Zealand.

Cristine Angus

Managing Director

Cristine has 30-plus years' experience in planning, marketing, strategy development and market research across a wide range of sectors, in client and agency roles in New Zealand, Europe and the Middle East. She has represented the tourism services sector on the Board of Tourism Industry Aotearoa and regularly serves as a judge for the New Zealand Tourism Awards. As a member of Victoria University of Wellington’s Tourism Management Advisory Group, Cristine also provides advice and input on the future of tourism education.

With a distinguished career in senior marketing and management roles (including National Manager, Consumer Marketing at Telecom New Zealand; Managing Director of Heylen Research Centre, Wellington) Cristine worked as an independent consultant before establishing Angus & Associates in 2002.

Carolyn Parker

Research Director

Carolyn is a skilled research professional with related qualifications and considerable experience in tourism and leisure research. She has worked for Angus & Associates since 2005, and has a thorough knowledge of the research process and the New Zealand tourism sector. Carolyn is actively involved with the industry, having served on a Department of Conservation project governance group, and as a committee member for Victoria University of Wellington’s Tourism Alumni Group and Research Association New Zealand’s InterVIEW magazine.

Carolyn is responsible for many of Angus & Associates' major programmes of research, such as the Views on Tourism and Visitor Insights Programme, providing specialist expertise in research design, data analysis and interpretation, contributing to rich, useful insights for our clients.

Rachel Helm

Senior Consultant

Rachel has an extensive background in market research, having worked within the WPP/Kantar network in New Zealand and Canada before joining Angus & Associates in 2013. She has a Bachelor of Commerce & Administration in Marketing and a Bachelor of Science in Psychology from Victoria University of Wellington. Her specialist research experience includes consumer behaviour, advertising, marketing communications and brand equity measurement.

Rachel manages some of Angus & Associates’ key projects, ensuring the consistent delivery of relevant and engaging insights, and appropriate research solutions.

Christopher Joyce

Project Manager

Christopher has a Bachelor of Tourism Management and Bachelor of Arts in German and Sociology from Victoria University of Wellington, and has also studied in Germany. He joined Angus & Associates in 2016. With previous experience including consulting and project management, Christopher brings strong skills in social analysis and relationship management.

Christopher has been closely involved in data analysis and interpretation on several significant tracking programmes. He is also responsible for survey design, data analysis and the co-ordination of fieldwork for major event evaluations and bespoke research projects.

Karen Connell

Senior Consultant

Karen is an expert research practitioner, project manager and research consultant, with over 25 years in the research industry. Karen’s research career began in the UK as a specialist qualitative researcher and manager of single and multi-country research for TNS Sofres. In New Zealand, Karen worked at UMR Research Limited, where she was responsible for the design and delivery of end-to-end research projects for a broad range of clients and topics.

Karen’s primary area of expertise is qualitative research, including extensive use of ethnographic approaches, community engagement, stakeholder workshops and variations of face2face and online focus groups and depth interviews.

Thao Trinh

Research Analyst

Thao holds a Bachelor of Business Management from Hue University of Economics, a Master in Economics from Warsaw University of Life Science and a PhD in Tourism from Auckland University of Technology. She has also studied International Marketing at Uppsala University, is fluent in three languages and has a varying level of skill in another four! Thao joined Angus & Associates in 2021, bringing to our team a thorough knowledge of the research process and considerable experience in tourism research in New Zealand and Vietnam.

Thao also adds value to the team by providing high quality data analysis and other technical and project services.

Brian Westwood


Brian has 25 years of senior tourism marketing experience spanning Regional Tourism Organisations, digital agencies and the accommodation sector. As a tourism industry advocate, he has served as Chair of backpacker and adventure tourism advocacy group BYATA, and participated in the Ministry of Tourism’s Research Council and Tourism Industry Aotearoa’s Insights Leadership Panel.

Joining Angus & Associates in 2020, Brian supports the team on key projects, adding value to research outcomes through his depth of industry expertise and understanding of relevant context. He also assists in delivering quality, industry-focused insights drawn from Angus & Associates’ own research programmes.

Rob Miller

Operations Manager

Rob hails from the South Island by way of the UK and back. He brings with him a depth of knowledge in account management, sales and marketing, production, operations and logistics. With both in-house and agency-side experience, Rob has worked with (and for) a diverse portfolio of business sectors and international brands.

Rob is responsible for the co-ordination of fieldwork staff (and field data collection).

Ruby Knight

Field Operations

Ruby is currently studying a Bachelor of Communication majoring in Digital Marketing at Massey University. She grew up in Queenstown and has worked for several tourism operators in the area, including AJ Hackett Bungy and Skyline Queenstown. Ruby joined Angus & Associates in 2022. You’ll find her adventuring in the mountains when she's not busy surveying or studying.

Ruby facilitates data collection for our New Zealand-based fieldwork and offers team support for various projects.

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