Isabel Lydall

Curiosity & Clarity Ltd

uk

FMCG qualitative consumer and shopper research. Brand strategy, selling stories, product innovation.

Services

  • Focus groups (online and virtual)
  • Depth interviews
  • Online communities and linear tasks
  • Brand and holistic commercial business planning
  • Storytelling to bring consumers and shoppers to life
  • Positioning and messaging research and evaluation
  • Brand and pack design research and evaluation
  • Reviewing existing data and insight to uncover new insights
  • Consumer closeness programmes
  • Concept development and testing
  • Product insight and concept ideation workshops

Speciality

Helping FMCG brands grow, using empathy, evidence and insight. My mix of client-side and research experience means I can:
  • work closely with clients to really dig into their business, their category context and the brief
  • deliver quality qualitative consumer and shopper research
  • bring shoppers and consumers and their views to life with clear actionable insights
  • provide the 'so what':  category and brand marketing plans, growth opportunities and risks, brands' unique value propositions, and create workable plans for the future.

Background

Before becoming a researcher, I spent almost 20 years client-side in FMCG categories including biscuits, savoury snacking, baby and toddler, healthcare and books - working on some of the nation's favourite brands.    I have senior-level experience across insight, category management and brand marketing, so am familiar with many of the challenges and realities clients face (and how they can be overcome). Since becoming a researcher, I've worked with brands at all stages:  creating, launching and getting traction for some exciting new startups in snacking, fashion and petfood, and working with more established grocery brands to accelerate their growth with new positioning, messaging or product ideas. Member of the Market Research Society, the Association for Qualitative Research, and MarketingKind.

Sectors

  • Consumer durables
  • FMCG
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Mystery shopping
  • Qualitative
  • Secondary Research (data mining, desk research, web analysis)
  • Workshop facilitation
  • Desk Research