The Language Trap

In this episode, Claire is joined by Ciaran Acford from Ooni to explore the idea of insight triage: how to work out what the business really needs before deciding whether research is the right response.Together, they discuss what happens before the brief, examining how better requirements gathering, clearer decision-making and a sharper understanding of risk, uncertainty, opportunity and timing can lead to more effective insight work. From making better use of what the business already knows to understanding when research is there to discover, confirm or build confidence, they share how insight teams can create more value by helping organisations ask better questions before jumping to answers.

In this webinar, Morag is joined by Kirstie Skates, linguist and founder of Illume Linguistics, to explore how the language businesses use can shape what they see, miss and prioritise.Together, they discuss how industry jargon, category definitions and consumer labels can create strategic blind spots, narrowing thinking and limiting where organisations look for growth. From challenging familiar labels to looking beyond the categories people are placed in, they share how a more thoughtful approach to language can unlock fresher perspectives, stronger consumer understanding and new opportunities.

In this episode, Morag is joined by Tom Prentice, social and brand strategist and former lead of Ogilvy Social Lab London, to explore why brands need to rethink their approach to social.Together, they discuss how social has evolved from a broadcast channel into an ecosystem shaped by creators, communities, commerce and culture. From the importance of authenticity and emotional connection to the rise of the “human algorithm”, they examine what it takes for brands to show up in ways that feel relevant, trusted and genuinely valuable. They also explore why social-first thinking requires experimentation, platform-specific creativity and a willingness to prioritise connection over content churn.

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.

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.

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.

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.

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.

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. 

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.