UK

United Kingdom · Marketing · Director/VP (16-20 years)

Director of Consumer Insights

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandDirector/VP (16-20 years)
  • Direct reports3-5 reports
  • Reports toChief Marketing Officer (CMO)
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as VP, Market Research · Head of Marketing Insights · Senior Director, Brand & Consumer Intelligence

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OTHM Level 7 Diploma in Data Science OTHM Qualifications · Level 7 · covers 1 of 20 standards
ATHE Level 6 Certificate in Crisis Management and Crisis Communication ATHE Ltd · Level 6 · covers 1 of 20 standards
ATHE Level ATHE Level 6 Diploma in Risk Management for Crowded Places ATHE Ltd · Level 6 · covers 1 of 20 standards
Qualifi Level 5 Extended Diploma in Strategic Business Management Qualifi Ltd · Level 5 · covers 1 of 20 standards
LRN Level 5 Diploma in Business and Enterprise Learning Resource Network · Level 5 · covers 1 of 20 standards
Pearson BTEC Level 5 Higher National Diploma in Computing for England Pearson Education Ltd · Level 5 · covers 1 of 20 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Data Analysis and Visualisation OTHM Level 7 Diploma in Data Science
Crisis Management and Crisis Communication ATHE Level 6 Certificate in Crisis Management and Crisis Communication
Marketing Research Qualifi Level 5 Extended Diploma in Strategic Business Management
Marketing Communications LRN Level 5 Diploma in Business and Enterprise
Data Analytics Pearson BTEC Level 5 Higher National Diploma in Computing for England

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
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Your Plan Illustration

Built for Director of Consumer Insights

5 units that map to this job, from the qualifications that cover it.

  1. Data Analysis and Visualisation OTHM Qualifications · covers 1 of 20 standards Level 7
  2. Crisis Management and Crisis Communication ATHE Ltd · covers 1 of 20 standards Level 6
  3. Marketing Research Qualifi Ltd · covers 1 of 20 standards Level 5
  4. Marketing Communications Learning Resource Network · covers 1 of 20 standards Level 5
  5. Data Analytics Pearson Education Ltd · covers 1 of 20 standards Level 5
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Director of Consumer Insights?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Ethical AI & Data Governance Leadership
  • Behavioural Economics & Nudge Theory Application
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director of Consumer Insights plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

This role means leading a team of market research professionals so their insights shape marketing strategy, product development and business direction. You translate complex market realities into clear advice for senior leaders and the Board.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Qualtrics / SurveyMonkey (Strategic Management) Strategic

Manages the enterprise license, establishes data governance for all survey data, evaluates and selects new platform vendors, and ensures the platform supports complex, multi-market research programmes.

SPSS / R (Tidyverse) (Methodology Architect) Architect

Defines the advanced analytical methodologies for the team, vets and approves complex statistical models, and determines the appropriate statistical software for strategic projects. You're setting the standards for analytical rigour.

Tableau / Power BI (Executive Dashboard Oversight) Strategic

Oversees the development and maintenance of executive-level insight dashboards that track critical brand health metrics, market trends, and competitive intelligence. Ensures data visualisation standards are met for C-suite consumption.

NVivo / Dovetail (Qualitative Integration) Strategic

Champions the integration of qualitative findings with quantitative data, ensuring a holistic market view. Oversees the strategic use of qualitative tools to bring the 'voice of the customer' to leadership discussions.

Nielsen/Kantar/GfK (Strategic Vendor Management) Strategic

Manages multi-million pound vendor relationships, negotiates contracts, and determines the strategic mix of syndicated data investments to support enterprise-level decision-making.

Asana / Jira (Portfolio Management) Strategic

Manages the entire research portfolio and roadmap across the function. Allocates resources and budget across competing priorities, and reports on team capacity and velocity to the CMO.

Anaplan / Workday Adaptive (Financial Planning & Budget Defence) Strategic

Manages the department's multi-million pound budget, including all vendor costs, panel procurement, and headcount. Forecasts quarterly spend and defends budget proposals to the Finance Director and CMO.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Research Programme Strategy & Prioritisation No authority. Executes assigned tasks within a programme. Proposes project plans for specific studies within a programme, with manager approval. Designs and leads complex research programmes, making technical decisions on methodology. Recommends strategic prioritisation to Director.
Budget Allocation & Vendor Selection No authority. Follows procurement guidelines for minor expenses. Manages project-level budgets up to £10K, with manager approval. Recommends vendors for specific projects. Manages workstream budgets up to £50K. Selects vendors for complex studies within approved budget. Recommends larger vendor contracts to Director.
Team Hiring & Development No authority. Participates in interviews for junior roles. Provides input on hiring decisions for junior roles. Mentors new joiners. Leads interviews for analyst roles. Mentors 0-2 junior analysts. Provides input on team structure.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Research-Informed Decisions
The number of major strategic decisions (e.g., market entry, product launch, pricing changes, significant campaign shifts) that are directly attributed to insights generated by your team.
Target · At least 5 major strategic decisions per year are directly influenced by team insights.

Your team's segmentation study led to a pivot in our Q4 campaign targeting, resulting in a 15% increase in conversion rates for that segment. Or, your pricing research informed the launch price of our new product, which hit its revenue targets within 3 months.

Budget Efficiency & ROI
How effectively your team manages its multi-million pound research budget, ensuring we get maximum insight value for every pound spent, and can demonstrate a return on that investment.
Target · Delivers the annual research plan within 98% of the allocated budget, with a demonstrable ROI (e.g., cost savings, revenue uplift) of at least 3:1 on key projects.

By optimising vendor contracts and internal processes, your team delivered the year's research programme £100,000 under budget, while a key brand health study directly informed a campaign that generated £3M in incremental revenue.

Influence on Revenue & Market Share
The measurable impact of your team's insights on our top-line revenue growth, market share, or customer acquisition/retention metrics.
Target · Demonstrate a clear link between research findings and subsequent marketing/product initiatives that contribute to a >£2M incremental revenue or a 0.5% increase in market share annually.

Your team's deep dive into customer churn identified key pain points, leading to a new customer success programme that reduced churn by 10%, directly saving £2.5M in lost revenue.

Insight Adoption Rate
The percentage of key stakeholders (Product, Marketing, Sales leadership) who actively refer to and incorporate your team's insights into their planning and decision-making processes.
Target · Achieve an average 'Insight Usefulness' score of 4.5/5 in post-project feedback, with at least 80% of major insights cited in strategic documents.

After your quarterly insights briefing, the Product team explicitly referenced your findings in their Q3 roadmap document, and the Sales Director adjusted their training materials based on your competitive intelligence.

Strategic Impact & Thought Leadership
How well your team's insights are perceived as driving strategic conversations and positioning the company as a leader in understanding its market.
  • You're regularly invited to C-suite strategy sessions
  • your team's reports are shared externally (with permission) as examples of market understanding
  • you or your team members are asked to present at industry conferences or internal 'lunch and learns' on market trends. People genuinely seek your opinion before making big calls.
Team Development & Retention
Your ability to build, mentor, and retain a high-performing and engaged consumer insights team.
  • Your direct reports consistently meet their development goals
  • team engagement scores are above average
  • we see low voluntary turnover within your team
  • junior analysts are actively seeking mentorship from your managers
  • your team is recognised internally for their expertise and collaborative spirit.
External Reputation & Vendor Management
How well you manage key external relationships, ensuring we get the best from our partners and maintain a strong reputation in the market research community.
  • Key vendors consistently rate us as a 'partner of choice'
  • you're able to negotiate favourable terms due to strong relationships
  • industry peers recognise your influence and expertise
  • we're seen as a company that conducts high-quality, ethical research.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Shaping Business Strategy

You're energised by the idea that your team's work directly influences multi-million pound decisions on product development, marketing campaigns, and market entry. You love seeing your insights discussed in C-suite meetings and then implemented.

After a critical market segmentation study your team delivered, the CEO announces a major pivot in our target audience for the next 3 years, directly citing your work. That's what gets you out of bed.

Building & Mentoring High-Performing Teams

You get a real kick out of seeing your managers and their teams grow, develop new skills, and deliver increasingly impactful work. You enjoy coaching, strategising on career paths, and fostering a culture of curiosity and excellence.

One of your managers, who started as a junior analyst years ago, successfully leads a complex global research programme and presents its findings to the Board. You feel immense pride in their achievement.

Solving Complex, Ambiguous Problems

You thrive on tackling the big, hairy business questions that don't have obvious answers. You enjoy designing multi-faceted research programmes that blend different methodologies to uncover deep, nuanced insights.

The Board asks 'Why are we losing market share to Competitor X in Region Y?'—a question with no easy answer. You love the challenge of designing the comprehensive research strategy to get to the bottom of it.

What frustrates people
  • Weeks of rigorous research being ignored or overturned by a senior leader's gut feeling.
  • Constant pressure to reduce research costs by using cheaper, lower-quality methods, compromising data integrity.
  • Being asked to 'validate' a decision that's already been made, rather than truly informing it from the outset.
  • The 'urgent' last-minute request from leadership that forces your team to drop all planned work for a question that should have been anticipated.
  • Seeing your carefully nuanced findings oversimplified or misinterpreted in broader company communications.
What this role does not give you
  • A purely academic or theoretical environment – this is about commercial impact.
  • A role where you're hands-on with every single research project – you'll be leading and strategising, not always 'doing'.
  • A predictable, unchanging workload – priorities shift, and you'll need to guide your team through that.
  • An environment free of internal politics or conflicting stakeholder agendas.

8Who you work with

Your work here directly shapes the strategic direction of our marketing function and, honestly, the entire business unit. You're the one making sure we're not just guessing what customers want, but actually knowing it. This means influencing multi-million pound investment decisions, guiding product launches, and making sure our brand resonates with the right people. Get it right, and we win in the market; get it wrong, and we're playing catch-up.

Inside the business
  • Chief Marketing Officer (CMO)
  • CEO and Executive Leadership Team
  • Product Development & Innovation Leads
  • Sales Leadership
  • Finance Director
  • Brand & Communications Teams
Outside the business
  • Key Market Research Vendors (e.g., Nielsen, Kantar, GfK)
  • Industry Analysts & Consultants
  • External Agencies (Creative, Media)
  • Strategic Partners

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of 16+ years in market research or consumer insights, with at least 5 years managing multiple teams or a large insights function.
  • Demonstrable experience in setting and executing a multi-year market research strategy that directly influenced business unit or enterprise-level outcomes.
  • Extensive experience presenting complex insights and recommendations to C-suite executives and Board members, with a clear track record of influencing strategic decisions.
  • Significant experience managing multi-million pound budgets, negotiating large-scale vendor contracts, and demonstrating clear ROI on research investments.
  • A strong history of building, mentoring, and retaining high-performing insights teams, including developing future leaders.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Predictive Modelling & Forecasting (Strategic Direction)

Essential for future readiness in this role.

Ensemble methods (Random Forest, Gradient Boosting · Deep learning for unstructured data (e.g., text, i · Causal inference techniques for marketing effectiv · Scenario planning and simulation modelling · Model interpretability (SHAP, LIME) for business c

  • This week: Review recent industry whitepapers on predictive analytics in marketing.
  • This month: Identify a key business question that could be better answered with a predictive model.
  • Month 2: Commission a pilot project with your analytics team to build a predictive model for a specific marketing outcome.
  • Month 3: Evaluate new vendor solutions for advanced predictive analytics platforms.

Quick win: Challenge your team to move beyond descriptive reporting to include 'what's next' predictions in their regular updates. Start exploring open-source predictive libraries with your data science partners.

Customer Data Platform (CDP) Integration & Activation

Essential for future readiness in this role.

Data ingestion and harmonisation strategies · Identity resolution and customer profiles · Segmentation and audience activation within a CDP · Real-time data streaming and event tracking · Privacy-by-design principles for CDP implementatio

  • This week: Research leading CDP vendors and their capabilities.
  • This month: Meet with our IT and Marketing Operations teams to understand our current customer data architecture.
  • Month 2: Lead a cross-functional workshop to define the ideal customer profile and data points for our CDP.
  • Month 3: Develop a roadmap for integrating market research data into the CDP for enhanced segmentation.

Quick win: Start by mapping out the current customer data sources your team uses and identify gaps that a CDP could fill. Advocate for a unified customer data strategy in leadership meetings.

11Staying current once you are in

What people here do to keep up
  • Regularly attending and speaking at industry conferences (e.g., MRS Impact, ESOMAR Congress, Festival of Marketing) to stay abreast of trends and build your professional network.
  • Subscribing to leading industry publications and research journals to keep up-to-date with new methodologies and thought leadership.
  • Participating in executive leadership programmes focused on strategic influence, change management, and organisational development.
  • Mentoring junior talent within the organisation and externally, sharing your expertise and giving back to the insights community.
  • Engaging in continuous learning around emerging technologies like AI, machine learning, and advanced analytics through online courses or specialised workshops.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Ethical AI & Data Governance Leadership

Essential for future readiness in this role.

  • AI bias detection and mitigation in data analysis
  • Explainable AI (XAI) for insight transparency
  • Privacy-preserving AI techniques (e.g., federated
  • AI model governance and audit trails
  • Legal and ethical frameworks for AI in consumer da

Behavioural Economics & Nudge Theory Application

Essential for future readiness in this role.

  • Cognitive biases (e.g., anchoring, framing, availa
  • System 1 vs. System 2 thinking
  • Choice architecture and default effects
  • Social norms and herd behaviour
  • Loss aversion and prospect theory

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Quantitative Research Methodologies (Strategic Oversight)
  • Qualitative Research Methodologies (Strategic Integration)
  • Survey Design & Sampling Theory (Governance)
  • Competitive Intelligence & Market Sizing (Strategic Application)
  • Segmentation, Targeting, and Positioning (STP) Strategy
  • Brand Health Tracking & Equity Measurement (Enterprise Level)

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Market Research Manager / Head of Insights (from a smaller firm)

    You'd typically spend 3-5 years in a similar senior management role, perhaps at a smaller or mid-sized company, before stepping up to this scale.

    Skills to master

    • Scaling a research function, managing multi-million pound budgets, influencing C-suite, strategic vendor management, building and leading a team of managers.

    You're ready to move on when

    • Successfully grew an insights team from 10 to 20+ people.
    • Directly influenced 3+ major strategic decisions for your previous company.
    • Managed an annual research budget exceeding £1M.
    • Presented regularly to the executive leadership team or Board.
  2. 2

    Consulting Leader (Specialising in Marketing/Consumer Insights)

    Roughly 5-8 years as a Principal or Partner at a top-tier consulting firm, leading large-scale consumer insights projects for diverse clients.

    Skills to master

    • Client relationship management at C-suite level, strategic problem-solving for complex business challenges, building and leading project teams, commercial acumen.

    You're ready to move on when

    • Led 5+ major strategic insights engagements for Fortune 500 clients.
    • Managed client relationships with annual billings exceeding £500K.
    • Demonstrated expertise in a specific industry sector (e.g., FMCG, Tech).
    • Proven ability to translate complex data into actionable business strategies.
  3. 3

    VP of Marketing Analytics / Data Science (with strong research background)

    Around 10-15 years in advanced analytics or data science, with a clear focus on consumer behaviour and market understanding, including significant leadership experience.

    Skills to master

    • Integrating diverse data sources (research, behavioural, transactional), advanced statistical modelling, building data science teams, driving data-driven culture.

    You're ready to move on when

    • Successfully built and led a data science team focused on customer insights.
    • Implemented enterprise-level analytics solutions that drove significant business value.
    • Deep expertise in both quantitative research and advanced analytical techniques.
    • Strong track record of influencing product and marketing strategy through data.

15Where this role leads

The long view: This role can lead to senior leadership positions such as Chief Marketing Officer or Chief Customer Officer, using a deep understanding of the market to shape strategy and customer experience.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director of Consumer Insights is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Data Analysis and Visualisation, worked against Director of Consumer Insights.

Data Analysis and Visualisation Level 7

Applied to your work in Director of Consumer Insights

1. To enable the learner to critically analyse the theoretical underpinnings of data analytics and their impact on decision-making in business management contexts. 2. To enable the learner to assess diverse data analysis activities, techniques, and tools applicable to business management scenarios. 3. To enable the learner to compare and contrast various predictive analytic techniques, evaluating their strengths and weaknesses in forecasting future business events. 4. To enable the learner to evaluate how predictive analytic techniques can be practically implemented for forecasting purposes within the business sector. 5. To enable the learner to evaluate prescriptive analytic techniques, illustrating their application with relevant examples from the business management domain. 6. To enable the learner to apply a suitable programming language or data analysis tool to conduct data analysis and visualisation tasks related to business management problems.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Director of Consumer Insights plan, free
See Your Progress Grow Illustration
Director of Consumer Insights
  • Quantitative Research Methodologies (Strategic Oversight)
  • Qualitative Research Methodologies (Strategic Integration)
  • Survey Design & Sampling Theory (Governance)
  • Competitive Intelligence & Market Sizing (Strategic Application)
  • Segmentation, Targeting, and Positioning (STP) Strategy
  • Brand Health Tracking & Equity Measurement (Enterprise Level)
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director of Consumer Insights is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. VP of Insights & Analytics

    Roughly 3-5 years in the Director role, demonstrating consistent, high-impact performance.

    This is a step up to a broader enterprise-level role, overseeing not just market research but all customer-facing data functions (e.g., market research, data analytics, data science, customer experience insights).

    • Architecting a unified Customer Data Platform (CDP)
    • Advanced econometric modelling for marketing mix optimisation
    • Leading M&A due diligence for data/insights capabilities
    • Developing proprietary market intelligence frameworks
Working with AI on the job

Working with AI

Where AI is starting to help

As a Director, your time is precious. You're not just looking to save a few hours here and there; you're looking to amplify your team's impact and scale your insights function without endlessly adding headcount. That's where AI comes in. It's not about replacing your brilliant team, but empowering them to do more, faster, and with deeper strategic focus.

We're investing heavily in AI tools and training to make sure our insights team is operating at the cutting edge. Imagine a world where your managers spend less time on tedious tasks and more time on strategic thinking, stakeholder engagement, and truly interpreting complex market signals. Here's a glimpse of how AI can transform your team's productivity and impact.

Qualitative Analysis Accelerator

Use AI tools to instantly thematically code, summarise, and identify key sentiment across thousands of open-ended survey responses and interview transcripts. This means your team can go from raw verbatims to actionable themes in hours, not days, allowing for deeper dives and faster turnaround on qualitative studies. It's a game-changer for understanding the 'why' behind the numbers.

Strategic Hypothesis Generation Engine

Feed an AI model your existing market reports, sales data, competitive intelligence, and internal strategy documents. Ask it to generate novel hypotheses, identify potential market gaps, or suggest non-obvious research questions. This helps your team overcome creative blocks and ensures your research agenda is always focused on the most impactful, forward-looking questions, not just reactive ones.

Executive Summary First-Draft Factory

Provide an AI with your team's key data points, charts, and tables from an analysis. Ask it to generate a compelling first draft of the executive summary, key findings, or even the narrative for a Board-level presentation. This frees up your managers to focus on refining the strategic implications and tailoring the message, rather than staring at a blank page.

Advanced Survey Design & Bias Detection

Use AI to draft sophisticated survey questions based on complex research objectives. It can suggest optimal question types, identify potential sources of bias in wording or sequencing, and even help refine screening criteria to ensure you're reaching the right audience. This elevates the quality of your primary data collection from the outset.

Common questions

Common questions

How do you become a Director of Consumer Insights?

Common routes in include Senior Market Research Manager / Head of Insights (from a smaller firm) (You'd typically spend 3-5 years in a similar senior management role, perhaps at a smaller or mid-sized company, before stepping up to this scale.), Consulting Leader (Specialising in Marketing/Consumer Insights) (Roughly 5-8 years as a Principal or Partner at a top-tier consulting firm, leading large-scale consumer insights projects for diverse clients.) and VP of Marketing Analytics / Data Science (with strong research background) (Around 10-15 years in advanced analytics or data science, with a clear focus on consumer behaviour and market understanding, including significant leadership experience.). Times vary with prior experience.

Where can a Director of Consumer Insights progress to?

This role can lead on to VP of Insights & Analytics (Roughly 3-5 years in the Director role, demonstrating consistent, high-impact performance.), depending on the skills you build.

What new skills matter most for a Director of Consumer Insights?

Increasingly, Ethical AI & Data Governance Leadership and Behavioural Economics & Nudge Theory Application. These are the skills our record of this role lists as growing.

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17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

Consumer insights skills carry across sectors that deal directly with customers, including FMCG, retail, technology, financial services and media. Understanding customer needs and market dynamics applies wherever there are customers to understand.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Director of Consumer Insights plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.