Great People: Introducing Bethany Webb

Meet Bethany, Digital Strategist and a master composer of strategic symphonies. 

She loves a fresh insight and lives for a good show. Whether it’s a tasting menu in Bristol or front row at the Old Vic, she’s always soaking up stories. Strategy is her day job, but understanding people is what really makes her tick...  

Who are you and what do you do?

Hello! I’m Bethany, Digital Strategist at Great State – part digital data fanatic, part digital dreamweaver. I help clients navigate the wild world of digital products. Essentially, I’m like a composer scoring the perfect digital symphony. I live for insights, love a juicy KPI, and never start without a plan to measure impact. I also get stuck into the Great State’s primary Gen Z insight programme, Shifting States, which is where we explore what the next generation of consumers really expect from digital. I’m all about making digital work smarter, sharper, and braver.

How did you get to be here?

My career’s a two-parter: first, decoding consumer behaviour through market research; now, crafting strategy powered by data. I’ve worked with big-name datasets at Kantar and GWI, helping clients dig deeper with custom research. Moving into Strategy, I dive into first party data to uncover what’s working, what’s flopping, and where the gold lies. At the heart of it all, I’m obsessed with understanding people and what influencers their decisions – and data gives me that inside scoop!

What are you excited to get started working on?

I’ve just wrapped up an analysis plan with the RNLI, digging deeper into their supporter funnel to spot smart optimisation opportunities. It was a great chance to hit refresh on the insights landscape and make sure we’re zooming in on what really matters for an elevated digital experience.  

Now I’m cooking up fresh research plans for the next phase in our Shifting States insight programme – watch this space for some fresh insights.

How do you know when you’ve produced something great?

If you’re someone who loves insights as much as I do, you’ll know that buzz when you share something that just clicks for your stakeholders. There’s a mountain of data out there, but digging through it and striking gold? That’s the good stuff. And the real magic comes when clients light up, start bouncing around ideas, and the next steps feel crystal clear because the insights didn’t just inform them, they inspire.

Outside of work, what excites you?

Soaking up culture! You’ll usually find me with a table booked at one of Bristol’s many brilliant spots to eat, or clutching tickets to a show at the Bristol Beacon, Hippodrome, or Old Vic.  

I make a beeline for Edinburgh whenever I can too, for the Fringe and International Festivals. I’ve always been curious about how people tick, and for me, the Arts are a beautiful way to step into someone else’s shoes for a while.

What is the future of tech looking like to you?

Following some talks at South by Southwest (SXSW) 2025, I’ve come to realise this question is nearly impossible to answer. We’re living through the fastest surge in tech evolution ever, and what feels like the ‘next big thing’ today can be old news next week. 

Right now, of course, it’s all about AI – and not just in theory. The use cases, the ethics, the investment, the hype. It’s all shifting at lightning speed. Trying to predict where it’s headed feels like aiming at a moving target in the dark. 

But one thing I predict will remain? The need to understand your users. No matter how fast the tech moves, if what you’re building doesn’t make sense to the people using it, what’s the point? In fact, with everything moving so rapidly, regularly checking in with users isn’t just helpful – it’s essential. That’s why we champion continuous discovery at Great State, and share why it’s important in our Shifting States report.

Ask a question back. What do you want to know?

“To be or not to be?” - is that the question?

Want to talk all things strategy? Or simply get a theatre show recommendation? Bethany's your go-to. Drop her a message at bethany.webb@greatstate.co.