The Inside Story

We must leave everything behind. Preconceptions. Traditional thinking about brands and market research. The corporate field of vision. Our expectations.

This is the new competitive environment.

Welcome to INSIDE STORY, an Australian-owned research and insights consultancy that is transforming business thinking. We are experts in marketing strategy and maximising brand equity through deep understanding of people.

We specialise in brand innovation, communications efficiency and other factors that are key to creating competitive advantage. More >>

We are outcomes focused, disciplined and practical. We bring science, strategy and creativity - as well as a deep research capability - to transform thinking.

We believe in the power of story telling to bring about profound changes within companies and organisations. We use metaphor to convert information into insight. We create memorable and client-transforming experiences that go beyond conventional research presentations and workshops.

If you’re looking for strategic solutions that can improve competitive performance in the most fundamental way, then you need to look below the surface. You need the INSIDE STORY.

Wellbeing report >>

Sea as a metaphor >>

Marketing Somatics logoThe wave metaphor is a powerful somatic metaphor that expresses the inbuilt desire of business people for forward movement. For more about the Rolling Wave metaphor that underlies this site – see www.marketingsomatics.com.

INSIDE STORY originated Marketing Somatics which is a way of connecting marketers to their consumers through somatic metaphors. Somatic metaphors relate to bodily experience. They contain clues that help understand people's emotions as well as predispositions to like and dislike ads, packs and brands.

 

Our approaches & techniques
Client testimonials

"I appreciate the extra yards that you and all the INSIDE STORY staff have gone to over our relationship - you're all very good.  This has made it easy for me to dismiss other agencies in your favour - no need for favouritism here - you are just better."

Lachlan Austin
Market Research Manager,
MBF and Australian Business Limited.

"Too often we see marketeers simply accept market research to be gospel and tear off in different directions only to come up empty handed. With INSIDE STORY this does not happen because the value add they deliver is a gentle hand on your shoulder that gives you the deeper understanding of the outcome."

Ian Clark
Marketer
One of Australia largest service organisations

"The fresh eyes of the INSIDE STORY team came up with some new angles for us to consider based on client feedback. We found this very helpful in adjusting our view in some of the ways we portray our business practices at the sales stage. It was insight we had not seen before and is invaluable in reshaping our thought processes to more accurately meet our clients’ needs."

Roslyn A. McLeod OAM
Managing Director,
Tour Hosts.

"Using the metaphor technique, INSIDE STORY are able to extract this rich emotional context from consumers, and then relate it to marketing professionals in a  stimulating and thought provoking manner. A truly valuable exercise that forces you to re-evaluate your brand positioning and  brand relevance."

Jason Kent
Marketing Manager,
MASTERFOODS.

"I have worked with the team at INSIDE STORY for many years across many projects. INSIDE STORY has built a unique team who are not only research experts but confident, credible business consultants and critical thinkers. They engage stakeholders strategically throughout the project, sell ideas for change and have the rare ability to toggle between the 'big picture' and important details."

Megan McCarthy
Director,
Research Advisory Centre

"INSIDE STORY’s highly professional approach to planning and carrying out a multi-stage user research program for the Seniors portal provided a strong foundation for the design of a highly interactive site which is easy to use and understand, and which gives visitors compelling reasons to return... The brevity and insight of  INSIDE STORY’s reports were particularly useful"

Stephen Hall
SMS Management & Technology

"We contracted INSIDE STORY to undertake a comprehensive study of  the views of the AFGC members and other stakeholders. All the people at INSIDE STORY were very capable and professional in all our dealings with them. They were able to successfully communicate some challenging or thought provoking perspectives for our board to consider as part of our strategic planning process."

Dick Wells
Chief Executive,
Australian Food and Grocery Council.

"Market research is no longer a simple report with INSIDE STORY it becomes a deep understanding that allows you to informed business decisions based on valid indications of trends and social behaviour. I’m happy to say I have been a student of INSIDE STORY."

Ian Clark
Marketer
One of Australia largest service organisations