Who We Are

We are a team of senior insight and marketing experts with a wealth of experience across multiple sectors, supported by a network of specialist suppliers.



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Paul Leatherdale

Paul founded Insight Inside with Andy Howden in 2005 following a career in research agencies and as a Director of the marketing agency Added Value. Paul is a great innovator of applying consumer and customer insight in order to heighten its effectiveness in business. As a recent empty nester he now has more time for running, mountain biking and cars.


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Michael Martin

Michael has over 25 years’ experience in consumer insight and brand strategy, across a range of blue-chip clients and sectors. He joined Insight Inside in 2009, where he has continued to specialise in applying segmentation to brand-planning. Outside of work, he has two small children, so his hobbies are now shrinking in frequency, and increasingly sedentary.


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Andy Howden

Andy was one of the founders of Insight Inside, after previously working in consumer insight for Unilever and as a Board Director of Added Value. He continues to work on client projects as well as helping with business development. He’s also finding time to write his second novel, and still (just) finding his way around the 7-a-side football pitch.


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Melanie Cameron

Melanie has over 20 years’ experience in market research including Kantar and Conquest Research & Consultancy. She specialises in quantitative insight focused on brand equity and segmentation. She particularly enjoys working with challenger brands. Outside work Melanie enjoys gaining new wine-related qualifications (especially ones that involve lots of tasting), and balances that out with regular bootcamp attendance.




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Lucy Richardson

Lucy has over 20 years’ experience in brand and agency-side marketing, at Diageo and then Added Value, where she was UK CEO. She specialises in brand development, both positioning and innovation at both a domestic and international level and has a keen interest in sustainability strategies. She spends her free time rowing a skiff on the river or (not) keeping up with her family at Park Run.

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Abi Bray

Abi has over 20 years’ experience in marketing research including both agency and client-side roles. She specialises in qualitative insight and has delved into the consumer experience in a vast array of categories from finance to fishing and pizzas to pain relief. She spends her free time trying to fit in the odd trip to the gym to justify that membership, and keep the cost per visit somewhere below £50.