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About me

I’m Isabel, a consumer insight consultant, qualitative researcher, human behaviour geek and foodie. Commercially-minded and just plain curious, I love finding out what makes people tick – and using what I learn to create business and brand growth.

I’ve worked in food marketing for over 15 years, across consumer insight, market research, brand marketing, and innovation. Before Curiosity & Clarity, I led the Category and Insight team for a major snacking business.

I’ve had the privilege of working on national-treasure brands, new launches, artisan brands, healthier brands and guilty pleasures, delivering tens of millions pounds of brand growth. 

During my consumer insight career, I’ve spent years helping brands and businesses grow by putting the people who buy and eat their products at the heart of what they do. I’ve used what I’ve learnt about human behaviour to develop product ranges, test marketing ideas, launch (and refresh) some amazing brands, and get 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 (I’ve also got an MA in Marketing).  So I know that it’s not enough simply to understand your consumers – you need to create ways to turn what you know into sales.

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.    But 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.   

Get in touch – I’d love to hear all about what you’re doing!

Isabel Lydall – Founder and Insight Director


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


What people say


Skills and experience

Market research skills

  • Qualitative research
  • Innovation and NPD research
  • Focus group moderation
  • Workshop facilitation
  • Product / concept testing
  • Data analysis

Qualifications and CPD

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

Business skills and experience

  • Food marketing
  • FMCG
  • Heritage brands
  • Brand strategy
  • Leadership and mentoring
  • Advertising and communications
  • Digital and online
  • Sales
  • P&L and budget management