Dr Cheryl Greyson

Cheryl began her career in international media marketing and research working at IPC Magazines, The Economist, Forbes and Western International Media, with a stint as a journalist and time spent in general marketing and events management roles in construction and engineering, before running her own marketing consultancy, specialising in delivering marketing and digital consultancy, and multi-stage qualitative, quantitative and observational research to SMEs.

Alongside her consultancy work, she taught at universities and institutions across London and the Southeast as a practitioner and has taught at ARU since 2013 where she was Deputy Head of School in the Faculty of Business & Law. She joined the ARU Peterborough launch team in 2021.

She has a specialist interest in curriculum development, supporting dyslexic and autistic students and using active learning pedagogies in her teaching such as simulations, real-life briefs and playful techniques.

Cheryl's academic research is in the field of digital marketing, children’s relationships to brands, qualitative research methods, and active learning pedagogies for business education.

• French

• Researchers’ roles in qualitative research
• Children’s brand relationships
• Digital marketing – influencers, social media
• Pedagogical research – simulations, active learning, playfulness, real-life briefs

• Qualitative research methods
• Marketing to children
• Branding
• Social media
• Advertising and influencers
• Retail marketing
• Consumer behaviour

• Branding
• Consumer Behaviour
• Digital Marketing
• Retail Marketing
• Strategic Management
• Marketing Research / Research Methods
• Events and Tourism
• Entrepreneurship

• LEGO® SERIOUS PLAY® Method – Enhanced Certification . Enhanced Facilitator of LEGO® SERIOUS PLAY® Method and Materials
• PhD – The influence of digital on the agentic child’s brand choices, ARU
• PGCE – University of Greenwich
• MA Marketing, Merit – London Metropolitan University
• Postgraduate Diploma in Marketing – The Chartered Institute of Marketing

• Principal Fellow, Higher Education Academy (PFHEA)
• Chartered Fellow – The Chartered Institute of Marketing (CFCIM)
• Certified Management & Business Educator (CMBE) , The Chartered Association of Business Schools
• Certified Member, The Market Research Society (CMRS)
• Chair, ARU Peterborough Ethics Panel (PEP)
• CMBE Professional Standards Board Member – Chartered Association of Business Schools
• Advisory Board Member, City College Peterborough

RE:PLAY - A 3-year ESRC funded project exploring how playful approaches to teaching and

learning can transform UK higher education. I am one of 32 RE:PLAY Fellows from across six partner institutions who will collaborate with learning designers to reimagine their modules using the RE:PLAY framework. More information on the project can be found here.

Greyson , C., 2026 . Using Problem-based Collaborative Active Learning as a Scaffold for Developing Professional Competencies . In Wilson-Medhurst, S. and Horrocks, J. (Eds.), Making active learning happen for all: Practical Ideas for developing and sustaining active learning. Open Press University of Sussex .

Ovens, M., Williamson, T., Greyson, C., Matthews, A. and Johnson, G., 2025 . The Lilac Review Final Report. Small Business Britain. London. Available at: https://lilacreview.com/downloads/final-report/The-Lilac-Review-Final-Report-May-2025.pdf

Ovens, M., Williamson, T., Greyson, C. and Campbell, K., 2024. The Lilac Review: Interim Report. London: Small Business Britain.

Greyson, C. and Spear, S., 2023, "Using participative techniques to mediate power relationships between the researcher and child participant", Young Consumers, Vol. 24 No. 4, pp. 500-512. https://doi.org/10.1108/YC-10-2022-1618

Greyson, C., 2022. Challenges in adapting research plans to online for qualitative research: from a funding effectiveness study to lockdown health, wellbeing, and  nostalgia. In SAGE Research Methods Cases. https://dx.doi.org/10.4135/9781529799774

Greyson, C.E., 2022. Using an immersive simulation for teaching and learning marketing online. In: University of Kent, Pedagogy and practice when teaching and learning online. Online, 27 April 2022. Canterbury: University of Kent.

Greyson, C.E., 2019. Real-life simulations for game-based learning and employability skills. In: ALT East of England, Gamification - Practice and Pedagogy. University of East Anglia, 15 May 2019. Norwich: ALT East of England.