Isobel Smyth joins from Ipsos MORI where she was a Senior Director and has previously held director roles and planner roles at marketing agencies and market research consultancies.
As Director of Client Consulting, Head of Cultural and Consumer Insight, Isobel’s specialism is her instinctual understanding of what motivates people in order to solve the business problems brands face.
Isobel is multidisciplinary and firmly believes the key to finding successful business solutions lies beyond a simple qualitative or quantitative methodology. “What The Leading Edge do is focus on the problem we’re trying to solve rather than getting bogged down by the methodology” she says. “As a multidisciplinarian I firmly believe that research should simply be viewed as different ways of asking questions that matter to provide the inspiration or clarity required. I like to look at the bigger picture, to examine the context before diving into the detail, to create a compelling story to help inform and guide marketeers.”
Isobel’s ethos is that harnessing all the knowledge that currently exists within an organization, working closely with key stakeholders, activating that knowledge in a way that really makes sense and can be used is as important as any primary research.
Chris Paxton, MD of The Leading Edge in EMEA, said: “Having Isi in the team is an absolute pleasure. Not only is she a burst of enthusiasm, but no problem is too big to solve. Isobel brings a wealth of strategic prowess to the team underpinned by her excellent research skills. Her appetite for cutting edge of research to find new tools to complement traditional research methodologies empowers her strategic thinking and exposes the team to new ways of problem solving.
Isobel brings a wealth of strategic prowess to the team underpinned by her excellent research skills.