Alison Bainbridge is Founder of Kokoro. She has earned a reputation for digging beneath what people say to expose the emotions that drive behaviours, inspiring brands to connect with consumers. Since the beginning of the pandemic, Kokoro has run a sentiment tracker called The Score. It reveals the topics that matter most, opportunities for brands and an expert narrative on the UK consumer. Alison leads this study and has dedicated 15 months to understand every nuance of the pandemic’s effect on brands and brand users.