Research & Insight Consultancy
I'm Anita Caras. I work with senior leaders when measurement isn't trusted, teams aren't aligned, and data isn't driving the decisions it should. I help you fix that — with focus, pace, and no noise.
"You don't have a data problem.
You have a decision problem."
What I do
Modernising frameworks to reflect how people actually engage today — from attention to CTV to real business outcomes. If your measurement isn't trusted internally, the problem is usually the framework, not the data.
Turning data into the stories that win briefs, inform strategy, and move commercial teams forward. From proactive thought leadership to reactive pitch support — I build the narratives that land.
Insight functions that stay in reactive mode rarely drive decisions. I help organisations build teams that are proactive, trusted, and genuinely integrated into how the business operates — not just reporting units.
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
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, capabilities and practices your team can own — not dependencies on me being in the room.
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