More Bang for Your Buck

Claire Salkeld

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More Bang for Your Buck is a series about getting the most from research - sharper thinking, smarter design and greater impact. Each episode tackles a common industry challenge with practical ideas, real examples and honest conversation about how to make insights work harder.

Jun 1

10. The Partnership Advantage

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.

26 min
Jun 1

9. The Growth trap: Why Product Obsession Is Killing Your Brand

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.

27 min
Mar 4

8. Objectivity: The Deadliest Idea in Research

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.

24 min
Feb 2

7. Choosing AI with Your Eyes Wide Open

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.

24 min
12/11/2025

6. Listening at the Edges

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.

25 min
10/30/2025

5. Cutting the Fat

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.

26 min
10/22/2025

1. The Art of the Brief

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.

24 min
10/22/2025

3. The Curious Mindset

In this episode, Claire explores the power of curiosity with Nicky Thompson, co-founder of Bright Futures Research. Together, they unpack what it means to stay curious in the face of tight deadlines, limited budgets, and growing pressure to deliver. Nicky reflects on how fear and familiarity can dull creative thinking, and why openness, questioning, and reframing are essential for deeper insight. Through examples from both professional and personal experience, Claire and Nicky reveal how curiosity helps us challenge assumptions, embrace new perspectives, and keep our thinking alive.

22 min
10/17/2025

2. Squeezing the Data: Finding Answers on the Cutting Room Floor

In this episode, Claire and guest Susie Mullen, a quant researcher and data analyst, discuss the importance of revisiting existing data to ensure new research isn't redundant and to enhance the quality of briefs. They talk about the barriers that prevent clients from revisiting data, including time pressures and the appeal of quick results.

22 min
10/17/2025

4. The Value of Hypotheses: Crystallising thinking and focus, or leading the witness?

In this episode, Claire discusses the value of hypotheses and pitfalls to avoid with Paul Thomas, Global Insights Director at Suntory. Paul shares insights from his industry experience, stressing the significance of forming initial hypotheses, managing stakeholder opinions, and maintaining flexibility to adapt findings.

24 min

10 Episodes

More Bang for Your Buck is a series about getting the most from research - sharper thinking, smarter design and greater impact. Each episode tackles a common industry challenge with practical ideas, real examples and honest conversation about how to make insights work harder.

Creator

Claire Salkeld
Years Active

2025 - 2026
Episodes

10
Rating

Clean
Copyright

© 2026 More Bang for Your Buck
Show Website

More Bang for Your Buck