Our People

We are a team of senior insight and marketing professionals supported by a network of associates across a range of specialisms. 

We draw on wide-ranging experience having worked in international client-side marketing, marketing consultancy, and market research agencies. All the partners have worked for a minimum of 20 years in our respective areas of expertise, including market segmentation, innovation, brand positioning and brand equity.

Paul Leatherdale

Our People:

Paul began his career in 1988 with AGB Surveys before joining Added Value for eleven years where he developed the quantitative insight offer and trail blazed research innovation especially in the area of segmentation. He founded Insight Inside with Andy Howden in 2005 and continues to develop new ways to apply insight and to heighten its effectiveness in business. The rest of his time is spent running when injury free, pursuing male stereotypical interests including cars, football and comedy and, wishing that he lived in California.

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Andy Howden

Our People:

Andy started his business life in market research and advertising agencies, before spending over ten years on the client side, mainly with Unilever. As a European Research Manager he was responsible for applying a wide range of insight approaches to support some very famous brands such as Persil, Cif and Domestos. He then joined marketing consultancy Added Value as a Board Director where he helped develop the role of insight and led projects for a wide range of businesses, including SAB Miller, Frito-Lay and Shell. Outside work, Andy is working on a book (or two), and has also followed Hull City passionately through thick and thin, his clearest demonstration of perseverance in the face of adversity.

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Michael Martin

Our People:

Michael started his career in market research in 1991 at Market Trends and Pegram Walters Associates. In 1999 he joined Added Value, where he led the UK quantitative team. Michael joined Insight Inside in 2009, where he has continued to specialise in applying segmentation to brand-planning. Outside of work, pastimes if not passions include hiding from his wife under the duvet with his young son, trying not to drift too far above 12 stone, and the perennial quest for a good night’s sleep.

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Melanie Cameron

Our People:

Melanie began her research career at BMRB in 1994 before moving to Conquest Research & Consultancy in 1999 to focus on brand equity and innovation work. Prior to joining Insight Inside in 2013, Melanie spent 2 years at TNS leading large scale projects for some famous global brands. When not working Melanie loves to learn random new skills (homemade macaroon or sushi, anyone?), and is currently often found with her nose in a wine glass muttering phrases like ‘wet stones’ or ‘forest floor’.

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