Kim Morral

Research and Evaluation Consultant


Tel: 604-243-2530

Location: North Vancouver BC, Canada

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I am an experienced social researcher with education and training in psychological and social sciences research methods and statistical analysis. With 15 years' experience of academic and applied research, I have expertise in survey methods (online and postal), qualitative research, program evaluation and qualitative and quantitative data analysis. With substantial experience of working with large data sets, I am proficient in data analysis software including IBM SPSS and NVivo.

I am highly skilled in research design, undertaking fieldwork and data collection, data analysis and interpretation. Experienced in writing for publication, I have under my belt numerous commissioned research reports, conference papers, and a number of peer reviewed academic journal articles.

I am a motivated and professional freelancer with strong project management, organizational and time management skills. I have successfully completed research projects for universities, health authorities, government departments, national charities and non-profit organizations. A rewarding experience for me has been how organizations have used my work to make positive changes to practice, policy and fundraising activities.

In addition to the completion of research projects from start to finish (either working alone or with colleagues), I am also available for individual tasks such as the analysis of quantitative or qualitative data, survey design, writing a literature review, or proofreading an academic paper. In this capacity I work remotely for clients from around the world.

  • Qualitative research - interviews, observational methods, focus groups and creative methods.

  • Analysis of qualitative data - including thematic analysis, framework analysis, grounded theory.

  • Survey research (online, postal, telephone, face-to-face) - survey design, implementation, analysis, reporting.

  • Statistical analysis of quantitative data.

  • Program evaluation - outcomes, process and developmental evaluation, participatory evaluation and action research.

  • Computer applications - SPSS, NVivo, Excel, Access 

  • Project management - experienced in managing large complex studies as well as small projects with tight deadlines.



Postgraduate Diploma in Social Sciences Research Methods, Open University, UK            

Postgraduate Diploma in Mental Health Studies, Portsmouth University, UK

Bachelor’s Degree in Psychology, University of Plymouth, UK

Evaluated by WES for Canadian equivalency.

Professional Experience

2013-                 Senior Research Consultant and Owner, Qualitas Research
2009-2012         Senior Researcher, Faculty of Health & Social Sciences, Leeds Metropolitan University, UK
2008-2009         Research and Evaluation Officer, Greater Manchester Probation Trust, UK
2003-2005         Research Consultant, Age UK (national charity, UK)
1998-2002         Research Officer, Age UK, London, UK
1997                  Research Assistant, Age UK, London, UK

Membership & Affiliation

From 2019/09/13  Credentialed Evaluator (CE) designation, Canadian Evaluation Society

From 2018/03/28  Canadian Evaluation Society (Member)

From 2018/03/30  American Evaluation Society (Member)

From 2015/05/11  British Psychological Society (MBPsS)

Research Awards

College of Mental Health Pharmacy (CMHP) Research Award, Sept 2015.

LaingBuisson Independent Specialist Care Award, Supported Living Category, Evaluation of the Leeds independent living project, 12 March 2014.

TPAS Excellence in Working Together Award, Evaluation of the Leeds independent living project, 3 May 2013.


Morral, K. and Morral, J. (2017) "The mental health literacy of British community pharmacists", The Journal of Mental Health Training, Education and Practice, Vol. 12 Iss: 2, [pp. 98-110]


Campanile, A., Morral, K., Aljammal, M.K., Owusu-Kwarteng, F., Tillotson, E., Shabbir, M., Beadham, I. and Morral, J*.(2016), Development of a versatile laboratory experiment to teach the metabolic transformation of hydrolysis, British Journal of Pharmacy, Vol. 1 Iss:1, pp.106-114. doi: 10.5920/bjpharm.2016.12

Morral, K. and Morral, J. (2016) A survey of community pharmacists’ attitudes towards mental illness, Journal of Public Mental Health, Vol. 15 Iss: 2, pp.93-102.

Morral, K. and Paley, C. (2016), Mid Project Evaluation of The Burley Lodge Opportunities Project for Better Leeds Communities. Huddersfield: Qualitas Research.

Morral, K. (2016) Well into Words: An Evaluation of the Kirklees Bibliotherapy Project. Huddersfield: Qualitas Research and Kirklees Council.

Morral, J., Culshaw, M., Morral, K., Conway, B., Adams, S. & Adams, A. (2015) Linking a Pharmaceutical Chemistry Workshop to Pharmacy Practice, Sci. Pharm., 83(1), 125-142.

Morral, K. (2015) An Independent Evaluation of the Vircon Programme: Final report. Huddersfield: Qualitas Research.

Karban, K., Paley, C. & Willcock, K. (2013) Towards support: evaluating a move to independent living. Housing, Care and Support, 16(2), pp.85-94.

Grayson, T., Hung Tsang, Y., Jolly, D., Karban, K., Lomax, P., Midgley, C., O’ Rouke, I., Paley, C., Sinson, J., Willcock, K. & Williams, P. (2013) Include me in: user involvement in research and evaluation. Mental Health and Social Inclusion, 17(1), pp.35-42. 

Bidmead, E. and Clough, R. with Kim Morral and the Linking Communities team (2013) Engagement: A guide to practice and strategy. Problems and Possibilities. Chorley: Age UK Lancashire.

Morral, K. (2012) Discovery Interviews with Patients and Carers: Final Report. London: Qualitas Research & Camden Provider Service Central and North West London NHS Foundation Trust.

Willcock, K. & Paley, C. et al (2012) Include Me In: An Evaluation of the Independent Living Project. Leeds: Progress Care Housing Association and Leeds City Council.

Karban, K., Paley, C. & Willcock, K. (2011) Who calls the tune? Participation and partnership in research.  Social Work and Social Sciences Review, 15(3), pp.57-71.  

Willcock, K. (2009) The New Directions Activity Requirement: An Evaluation of Implementation and Process. National Probation Service.

Willcock, K. (2009) An equitable service? Exploring the experience of probation practice for disabled offenders. National Probation Service.

Willcock, K. and the Black Workers Forum (BWF) (2008) BWF Community Consultation Survey. National Probation Service.

Willcock, K. (2006) Live Choices: helping older homeless people engage in meaningful occupation in the community. London: Help the Aged. ISBN: 1-84598-009-3.

Willcock, K. (2006) Moving On: the meaning of activity for older homeless people. London: Help the Aged. ISBN: 1-84598-010-7.

Willcock, K. (2004) Journeys out of loneliness: the views of older homeless people. London: Help the Aged. ISBN: 1-904528-04-X.

Willcock, K. (1999) Older Homeless People: An action research plan. Housing, Care and Support, 2(2), pp.25-28.


Willcock, K. (1999) Rhetoric into reality. London: Help the Aged. In: Royal College of Nursing, Research for Gerontological Nursing Study Guide, Section 7: Research Methodologies. London: Royal College of Nursing.


Willcock, K. (1997) The tip of the iceberg.  London: Help the Aged

Video Reports

A DVD about Include Me In: A Participatory Research Project

A Video about Social Inclusion and Independent Living for People with Mental Health Problems and People with Learning Disabilities

In the Press

Article in Guardian Society

Article in The Observer

© Qualitas Research Inc.

Research and Evaluation Services

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Suite 220, 145 Chadwick Court

North Vancouver BC V7M 3K1