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About

I’m a human behaviour geek and foodie. I love finding out what makes people tick, what they buy and why – and using what I learn to grow businesses and brands. Which is why I’ve created Curiosity and Clarity: combining empathy-building qualitative research with strategy.

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

Before creating Curiosity & Clarity, I led the Category Strategy and Consumer Insight team for a major snacking business. And before that I was a senior brand marketer, so I’ve been at the sharp end of creating brand growth plans and launching new products – and delivered tens of millions of pounds of brand growth.

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.

Which means that if you’re a big or small brand, an own label team, 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 of action, and one which has at its heart the people who buy, consume – and love – your brand and product.   

Isabel Lydall – Insight and Strategy 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