Emma Woodley

Truth be Gold Behavioural Insight


Pioneers of Behavioural Insight


At Truth be Gold we are the pioneers of deep behavioural insight

The majority of consumers’ decisions are made in the subconscious mind.

We use the latest thinking from Cognitive Neuro-Science and Neuro-Psychology to develop ways to access this information that cannot be accessed via traditional research techniques

Our toolkit includes:


An online testing technique that uncovers feelings, associations and attitudes without the noise and bias that are inherent in asking people to fill in questionnaires.  The testing is ‘indirect’ – we aren’t directly asking people to rate things on a scale.

One of the most versatile tools in our kit, it can help clients to understand: Brand Mapping & Tracking, Concept & Ideas, Propositions, Claims & Messages, Shelf Layouts, Product Testing, POS & Packaging, Pricing, Promotions, Ads & Comms, Experiential Elements and Brand Identity.


Much evidence suggests that our initial first glance at something – be it a face, a design, a webpage etc. – quickly forms our long-term opinion of it.

We use an eye-tracking algorithm to analyse package designs, improve in-store navigation, and even predict how likely it is that a video will go viral on YouTube.


Depth Interviews that elicit the deep metaphors that motivate and drive us at the deepest level of our sub-conscious.  A great way of getting a fundamental understanding of customers perceptions of your brand, experience, communication and what drives their decision making.


An implicit and explicit technique that helps us to understand a customer’s experience using a mobile platform that captures their thoughts and photographs of an experience.


A very innovative technique which uses memory as a proxy for what people find important.  This approach has proved very useful when trying to prioritise what to change about an experience when there are many options that you could choose.


In some circumstances, we use biometric testing such as eye-tracking, galvanic skin response (GSR) and facial coding to understand how customers are reacting to an experience or a piece of communication etc.  They are instrumental when measuring moment to moment reactions.


In some situations, you will want to go directly to the brain for an accurate response. We use fMRI (Functional Magnetic Resonance Imaging) and EEG Electroencephalogram.  These techniques are hardcore neuroscience and very specialist and sophisticated. Generally used to understand advertising and communications.


Through my association with Cowry Consulting, we often partner on BE and Insight projects and you have access to a highly skilled and talented team of experts.


We aren’t ones to throw the baby with the bathwater, and there is a range of explicit techniques that we still use to help us to understand customers.   It all depends on the requirements of the brief.


Not all projects require primary research.  We are used to working with agencies on pitches and strategic planning for their clients using our knowledge of how people make decisions and psychology to look at issues through a different lens.


  • Food Industry
  • Restaurants & Hospitality
  • Banking
  • Automotive
  • Retail
  • FMCG



Emma Woodley, the Founder of Truth be Gold, has spent her 20-year career working client-side on some of the biggest brands in the world, using consumer insight, strategy and innovation to drive them to even greater heights. She is passionate about understanding people, creativity, and strategy and believes the best work happens when all three collide.

She has extensive experience in Traditional Market Research, Mind Science Research, Strategy, Insight, Marketing and Innovation. Having worked on brands such as KFC, Pizza Hut, Taco Bell, Curry’s, Dixons, PC World, Hallmark Cards and Booker Foodservice.

While traditional research is where Emma started her career, she is a pioneer of mind science techniques and has been using them for the last 16 years to access the sub-conscious mind of customers to unlock even deeper insight.

Whilst client-side she led the insight function globally for Yum Brands based in Dallas, Texas USA. As a result, she has gained valuable international experience, as well as a long career working in the UK.

She now works with clients in the Food & Beverage, Automotive, Banking, Retail and Government Industries and with Corporate Clients and Agencies.  Emma is also an Associate of two leading companies in their fields; Cowry Consulting (Behavioural Economics Consultancy) and Neurostrata (Neuroscience Research Consultancy).

She is now based in Buckinghamshire, in the UK. To find out more about her experience, check out her profile on LinkedIn.


  • Advertising & Media
  • Automotive
  • Children & Youth
  • Consumer durables
  • Entertainment, leisure & travel
  • Financial
  • FMCG
  • Government, social research, education
  • Retail

Skills & Services

  • Ethnography
  • International
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques
  • Workshop facilitation