Research & Insight Consultancy
I'm Anita Caras — a multi-award winner in research and insight. I help senior leaders fix measurement, align teams and turn insight into decisions that drive growth.
"You don't have a data problem.
You have a decision problem."
What I do
Deliver trusted frameworks aligned to real business outcomes — from attention to Connected TV (CTV) to what actually drives growth.
Insight that persuades, sells and shapes strategy — from proactive thought leadership to pitch support that lands.
Building proactive, data-decision-driving teams that are trusted and genuinely integrated into how the business operates.
About
I've spent my career at the intersection of media, data, and decision-making — across organisations including Microsoft, Yahoo, Teads, Viacom, Verizon, Zenith and ITV, working across markets globally.
Having worked through multiple waves of industry change — from traditional TV to digital to today's CTV and attention economy — I bring a perspective grounded in what actually drives results, not just what looks good in a deck.
I founded Caras Consulting to bring that experience directly to organisations as an independent advisor — offering both strategic perspective and hands-on support where it matters most. I work with a small number of organisations at any one time, which means you get my full attention, not a junior team.
Industry Experience
Speaking & Contribution
Industry Recognition
How I work
We start by getting honest about the real problem — the root cause. The most useful thing an outside perspective can do is name what's actually going on before we decide how to fix it.
I work on a project or retainer basis with clear deliverables — never slotting into a role indefinitely. Defined engagements produce better results and clearer accountability on both sides.
I provide focus and an outside perspective. Embedded enough to understand the business; independent enough to challenge it constructively when it matters.
The best engagement is one where the work outlasts my involvement. I build frameworks and capabilities your team can own — lasting value, not dependency on me being in the room.
Client Testimonials
Working with Anita has been an absolute pleasure. Her contributions to our Attitudes to Retail Media survey were thoughtful, structured, and grounded in a deep understanding of the market. She consistently brought clarity to complex discussions and helped elevate the quality of the final output. Beyond that, Anita has been a standout panellist and an active, insightful member of the IAB Europe community — always collaborative, always prepared, and always adding real value. I would recommend her without hesitation.
Marie-Clare Puffett
Senior Director, Industry Development & Marketing — IAB Europe
Anita was a standout voice at the CTS AdTech Forum 'Measuring What Matters' panel, bringing clarity and real-world perspective to the conversation. She cut through the complexity, challenged comfortable assumptions and clearly articulated why interoperability, openness and independent validation are essential if the industry is to deliver meaningful results for advertisers.
Lynne Pressley
Senior Marketing Manager — Comcast Technology Solutions
Get in touch
If your organisation is navigating a measurement challenge, an insight function in transition, or a commercial team that needs sharper audience narratives — let's talk.
anita@carasconsulting.co.uk