The talent, knowledge and experience to enhance your performance

Formed by Cristine Angus in 2002, Angus & Associates has earnt its exemplary reputation by championing evidence-based planning and decision-making, by organisations large and small.
Boosted by the addition in 2023 of former tourism association boss Chris Roberts, Angus & Associates has an extremely talented team that can deliver cost effective solutions tailored to your specific needs.
Angus & Associates has assisted hundreds of public and private organisations in New Zealand, Australia, Europe, North America and the Middle East, from start-ups to SMEs and large corporates, regional bodies and national organisations, local and central government agencies.
We bring fresh insights and approaches to the operations of our clients, providing the specialist tools and knowledge so they can do business better.
Having built its reputation through delivering results across the tourism industry, Angus & Associates is increasingly applying the same skills to other sectors.
Angus & Associates is an All-of-Government (AOG) supplier of independent policy, research and development services for New Zealand Government agencies. We are relentless advocates for professional research practice, with our staff belonging to the Research Association of New Zealand (RANZ), the Australian Market & 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 European Union General Data Protection Regulation (EU GDPR).
Angus & Associates has received many awards and accolades and is proud to be a two times winner of the Industry Enabler Award at the NZ Tourism Awards.
Winner, New Zealand Tourism Awards

Meet the people behind Angus & Associates

We have the team with the experience, knowledge, and can-do attitude to deliver the quality evidence and insights you need. We also work with qualified field teams and a strong network of strategic partners, so have all bases covered.

Cristine Angus

Founding 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.

Chris Roberts

Managing Director

Chris is a highly experienced business executive and director. He joined Angus & Associates in April 2023. He began his working life as a radio journalist, moving on to Parliament and then senior corporate communication roles. In 2012 he became GM Corporate Affairs at Tourism New Zealand. In 2014 he was appointed Chief Executive of Tourism Industry Association NZ. Renamed Tourism Industry Aotearoa, Chris led the peak membership body for seven and a half years. In 2022/23, he co-chaired the Tourism Data Leadership Group tasked with identifying and filling gaps in New Zealand’s tourism data system. Chris has governance roles with Wellington Zoo, the Hospitality Training Trust, Central Otago Destination Advisory Board, and chairs the Tourism Management Advisory Group at Victoria University of Wellington.

As Managing Director, Chris is responsible for the efficient operation of the business, developing, maintaining, and strengthening key client and industry relationships, representing Angus & Associates in media and key industry forums and ensuring that all client work is delivered to a high standard of quality.

Jessica Beyeler

Consultant, Strategy & Partnerships

Jessica joined Angus & Associates in January 2024, bringing her broad experience spanning tourism, travel, aviation, business and major events, local and central government. Her career highlights include commercial accounts and service delivery for Air New Zealand, marketing, business events and stakeholder engagement roles at Positively Wellington Tourism, Executive Officer for the CEO at Wellington City Council, and programme manager for the 2021 Asia Pacific Economic Cooperation (APEC). Jessica chaired the NZ Convention Bureau for several years and served on the board of CINZ. In her spare time, she volunteers to Springboard Trust, providing strategic leadership guidance to school principals.

With her focus on strategy and partnerships, Jessica nurtures our client relationships, drives the design of projects and seeks out new business opportunities.

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.

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.

Hannah Aronsen

Project Manager

Hannah has a Bachelor of Commerce in Management and Master of Tourism from University of Otago. She joined Angus & Associates in April 2023, after finishing her master studies and completing her research dissertation on perceptions of working conditions and careers in tourism in New Zealand. Hannah has a strong interest in the tourism workforce, regional tourism organisations, and airlines and airports. Hannah has experience in event planning, tutoring, and working with volunteer groups such as Rotaract and other not for profit groups.

Hannah is involved in many aspects of project co-ordination and delivery, including co-ordination of some of our fieldwork and data collection.

Naji Gharibi

Project Manager

Naji is an experienced and highly qualified researcher specialising in tourism management, holding a Ph.D. from Victoria University of Wellington and a Master's degree in Tourism Management from Iran. With over a decade of dedicated expertise, Naji has honed a versatile skill set encompassing various methodologies, including qualitative, quantitative, and mixed methods approaches.

Utilising her background and skills as a senior researcher and research analyst, Naji contributes to many of Angus & Associates projects, providing high quality data analysis and interpretation.

Christopher Joyce

Research Consultant

Christopher is an experienced solutions seeker and passionate about using his data-driven and creative brain to empower collaboration and deliver meaningful insights. Holding a Bachelor of Tourism Management and a Bachelor of Arts majoring in German and Sociology, Christopher brings a unique blend of analytical and cultural expertise to our team. His ability to connect the dots and translate complex findings into actionable recommendations makes him an invaluable asset to our clients.

Joining Angus & Associates in 2016, Christopher supports the team with key projects, ensuring high quality data analysis, data visualisation, storytelling and other 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.

Field Staff Team

Survey Recruiter

To help us with our survey requirements, we have a network of fieldworkers around the country.

Currently we have teams working in the Queenstown Lakes District, Northland and Wellington areas. Supported by our Project Manager, Hannah, the team complete face-to-face intercept surveys for various projects from a mix of local residents, domestic and international visitors.

Let us know how we can help