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The last 12 years have found Ali moderating groups and interviews with a range of audiences, from women with health problems, to high court judges and benefit defrauders.

Ali believes in the power of qualitative research to better understand public attitudes, shape communications strategies and inform public policy, and she has conducted major studies for The Electoral Commission, The Countryside Agency (now Natural England), the Economic and Social Research Council (ESRC) and The Churches Conservation Trust.