More Bang for Your Buck

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.

5. Cutting the Fat

In this episode, Claire is joined by Giulia Romanò, head of customer innovation at Field Notes, and they dive into the dangers of “content foie gras” - when research gets stuffed with too many questions. They discuss why focus starts with purpose, how to manage client expectations, and why keeping research lean shows respect for everyone involved, from participants to clients.

1. The Art of the Brief

In this episode, Claire talks with Aileen Bentall, Head of Shopper and Consumer Insights at Heineken UK, about the art of writing a great brief. Aileen shares why a strong brief acts as a North Star for any project - aligning stakeholders, guiding agencies, and setting the foundation for smarter, more impactful research.  She highlights the importance of openness, context, and collaboration and reveals how a thoughtful brief doesn’t just kick off a project, it shapes its success.