​In 2009, Fay decided to leave her job at the bank and become self-employed through her own business, What’s Next Business Consultancy Ltd.

She described What’s Next on LinkedIn as:

What’s Next Business Consultancy helps businesses to make informed decisions through research, strategy development and planning.

​Specialties: Market research, project management, qualitative and quantitative research, business, corporate, not for profit/ charity and retail consumers, strategy development, workshops, brand development, financial services

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