6. Listening at the Edges

9. The Growth trap: Why Product Obsession Is Killing Your Brand

In this episode, Morag speaks to Michelle Roberts, Brand Strategist and Co-founder of Red Line Foundry about why focusing on the brand and product so often fails to deliver growth, and what businesses should be looking at instead. Together, they unpack the shift from product thinking to problem thinking, and the three critical questions every team should be asking: is it a real human problem, is it commercially meaningful, and is it yours to solve, bringing a sharper, more disciplined lens to finding opportunities that genuinely drive growth.

10. The Partnership Advantage

In this episode, Claire is joined by Ruth Hinton, Chair of AURA, to explore how stronger client-agency partnerships can unlock greater value from research and insight. Together, they discuss the principles behind AURA’s Working Well Together Charter, examining the common challenges that can undermine collaboration and the practical steps organisations can take to build more productive, trusting relationships. From treating agencies as true partners to creating the conditions for deeper thinking and innovation, they share how better ways of working can lead to better business outcomes.

8. Objectivity: The Deadliest Idea in Research

In this episode, Claire explores whether objectivity is always the gold standard in research, in conversation with Sam Salama, Insights Lead at the Met Police.  Together, they examine where objectivity genuinely matters - and where it can limit impact - discussing the role of judgement, prioritisation, and the responsibility researchers and insight teams have to bring a clear, commercially grounded point of view that drives decisions.

7. Choosing AI with Your Eyes Wide Open

In this episode, Morag explores how AI can (and can’t) support qualitative research with Hugh, founder of Live Minds. Hugh shares his journey in the industry and offers a practical view on where AI adds real value highlighting why human expertise is still essential for context-rich interpretation and strategic decision-making.  Together, they discuss AI’s potential to widen access to research, the risks of relying on it for nuanced insights, and what the future may hold as capabilities continue to evolve.

6. Listening at the Edges

In this episode, Claire is joined by Coral McConnon, founder of 8 Innovation, to discuss the value of 'listening at the edges' in research for driving innovation.  They delve into the importance of exploring the perspectives of extreme users, early adopters, brand lovers, and haters to fuel creativity and breakthrough ideas. By steering away from the mainstream and habitual thinking, Claire and Coral highlight how engaging with these fringes can spark fresh insights, empathy, and innovative solutions.  Real-world examples, including insights gained from Arctic explorers for a skincare project, illustrate the power of diverse perspectives in achieving richer, impactful outcomes.