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About

I’m a human behaviour geek and foodie. I love finding out what makes people tick – and using what I learn to grow businesses and brands.

I’ve worked in the food industry for over 15 years, across consumer insight, market research, brand marketing, and innovation.

Before founding Curiosity & Clarity, I led the Category Strategy and Insight team for a major snacking business.

I’ve worked on national-treasure brands, new launches, artisan brands, healthier brands and guilty pleasures.  Developed product ranges, tested marketing ideas, launched (and refreshed) some amazing brands, and got stuck into the nuts and bolts of what’s selling in a category and why.

Before moving into insight I was a brand marketer, so I’ve built business plans and launched products myself – and delivered tens of millions of pounds of brand growth.

Which means that if you’re a small brand, or just getting started, I get it.   I know there are a million and one jobs to be done and priorities are constantly moving.  

And I also know that the secret of success is a plan, and one which has at its heart the people who buy consume – and love – your brand and product.   

Isabel Lydall – Founder and Insight Director


Some of the brands I’ve worked with and for:


What people say

Professional Memberships and networks

  • Market Research Society
  • MarketingKind (Founding Member)
  • The Copy Club (preferred supplier)

Qualifications and CPD

  • MA Marketing (Distinction)
  • Institute of Leadership & Management Level 5
  • Market Research Society Courses (Advanced Moderating, Advanced Methods in Qual Research)

Specialist topics

  • Food and drink
  • FMCG
  • Grocery
  • Heritage brands
  • Kids’ and baby brands
  • Brand strategy